Resumen

ALONSO-DOS-SANTOS, Manuel; JELVES-JARA, María-José  y  MARDONES-VALDEBENITO, Paulina-Jazmín. Positioning Commercial Engineering career in the region of Biobio. Rev. iberoam. educ. super [online]. 2017, vol.8, n.21, pp.138-153. ISSN 2007-2872.

Achieving and maintaining a status and image within the industry is a difficult task in all sectors. Nevertheless in higher education in Chile the task can be even more difficult because of the fragmentation of the sector, its dynamism, regulations and sophistication of demand. This article presents a study on the positioning of the Commercial Engineering studies in the Biobio region. The technique of factorial analysis for the development of perceptual maps is used. The results indicate the best and worst positioned universities in the region. Universities have some attributes better positioned than others, being the source segment the differentiating variable of choice. The study results allow higher education institutions to know the market perception of their image and service, design campaigns positioning and to point out the needs and demands of a dynamic market.

Palabras llave : positioning; perceptual map; factorial analysis; university education; Chile.

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