Diseño de plan de mercadeo para UNIMINUTO Bogotá en la postpandemia bajo el marco de trabajo SCRUM

Abstract

Throughout history, the educational sector has faced social changes in the population due to the adaptation it has had in each era. In recent times, this sector has seen a deterioration in the number of enrollees, a fact that is glimpsed to a greater extent with the appearance of the pandemic caused by COVID-19, which caused a change in tastes, preferences and in general in the way of people's lives. However, in the competitive and changing environment in which we live, higher education institutions and more specifically universities, must adopt strategies to position themselves and differentiate themselves in the changing market. This is how marketing, visualized as a tool that allows knowing the market and generating changes in people, is used among university institutions in the different modalities of teaching such as virtual, virtual and distance and face-to-face. The new marketing plans must be aligned with the new generational trends for each of these modalities, taking into account the specific niches. In accordance with the above, the need to formulate a project arises with the purpose of designing a marketing plan in UNIMINUTO with SCRUM framework for programs in virtual and distance modality, since the drop in its student population is demonstrated and as pioneer institution in this non-traditional modality of higher education. This is how the SCRUM methodology is adopted, which allows, through drivers such as the sprint, to divide the project into deliverables that facilitate its management and monitoring, such as the use of the knowledge of the project members for decision making. decisions quickly and efficiently.