Propuesta de un plan estrtégico para incrementar el número de estudiantes de ingeniería industrial matriculados en la Universidad Santo Tomás, Sede Bogotá.

Abstract

The purpose of this research is to propose a strategic plan aimed at increasing the number of students enrolled in the Industrial Engineering program at Universidad Santo Tomás, Bogotá campus. The study is based on a comprehensive diagnosis of the consistent decline in enrollments over the past decade, a phenomenon attributed to internal factors such as limited program positioning, outdated academic content, and insufficient visibility of its value proposition, as well as external factors related to institutional competition, perceptions of labor market saturation, and the economic conditions of prospective students. A qualitative and descriptive approach was applied, using surveys of current students, interviews with academic and administrative staff, and benchmarking with other higher education institutions. From the results, the main determinants of the enrollment decrease were identified, and strategic actions were formulated to reverse this trend. These strategies are structured around three main pillars: transformation of the academic offering and perceived value, optimization of the applicant experience, and strengthening of value-based marketing. The findings show that improving student recruitment and retention requires an integrated approach combining academic management, curricular innovation, institutional communication, and early vocational guidance. It is concluded that the implementation of the proposed strategic plan will strengthen the program’s positioning, enhance its attractiveness among new applicants, and contribute to the academic and financial sustainability of the faculty in the medium term.