Competividad como base para el fortalecimiento del programa de especialización de innovación y marketing de la universidad Santo Tomás de Tunja

Abstract

The purpose of this article is to identify the different factors where there is room for improvement to increase competitiveness in the Innovation and Marketing Specialization program within the Santo Tomás University. Therefore, in the investigation the following problem question was raised: What factors affect generating a more competitive offer in the innovation and marketing program of the Santo Tomás University compared to its competition? In order to find valuable information that would allow us to respond to the problem raised, two Focus group sessions were held, which were developed as follows: group 1 was made up of people who were interested in taking the program, group 2 It was made up of students who were currently studying the program. The answers obtained allowed to know key points for the investigation, where the main factors were identified to be able to generate an added value in the program that allows to increase its competitiveness compared to the similar academic offer of the Tunja city. Suggestions of strategies that can be implemented in the university were made in order to have a more complete academic offer through these factors, an added value was sought to be given to the Santo Tomas University program, taking as a starting point the opinion and needs that the final client of the service has, which in this case is the student who is studying the specialization and the people interested in being able to start the academic process with the university. On the other hand, the academic offer in the city of Tunja was reviewed, it was found that there are two universities with similar programs that are the University of Boyacá and the Pedagogical and Technological University of Colombia, the names of the programs are Management Specialist of marketing and specialist in senior marketing management respectively. These two universities were the point of reference where it was identified how we can generate more competitiveness in the offer provided by the Universidad Santo Tomás-Seccional Tunja.