Marketing de proximidad: una herramienta de promoción de productos o servicios educativos

Abstract

The purpose of the research is to present a proposal for the promotion of educational products or services through proximity marketing using Bluetooth technology. Given this, the problem detected through an interview with the 20 responsible for academic promotion of the undergraduate and graduate areas of the 10 faculties that make up the Technical University of Ambato-Ecuador, was the low dissemination of academic products or services. Which leads to a minimum participation or sale of them. In addition, through the method of direct observation it was evident that at present the means used by the institution of higher education to carry out advertising are usual, such is the case of: social networks, institutional web pages, press and advertisements, among others. The case study was made to the undergraduate and postgraduate departments of the Technical University of Ambato-Ecuador. For the development of this research, empirical and theoretical methods were applied, with the support of technological tools such as Perish and ScienceDirect. Among the results, the following phases are proposed: planning, configuration and search of devices, prior authorization, sending of the message, interaction of the content and evaluation.