<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-2872</journal-id>
<journal-title><![CDATA[Revista iberoamericana de educación superior]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. iberoam. educ. super]]></abbrev-journal-title>
<issn>2007-2872</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Instituto de Investigaciones sobre la Universidad y la Educación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-28722017000100138</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Posicionamiento de la carrera de Ingeniería Comercial en la región del Biobío]]></article-title>
<article-title xml:lang="pt"><![CDATA[Posicionamento do curso de Engenharia Comercial na região de Biobío]]></article-title>
<article-title xml:lang="en"><![CDATA[Positioning Commercial Engineering career in the region of Biobio]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alonso-Dos-Santos]]></surname>
<given-names><![CDATA[Manuel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jelves-Jara]]></surname>
<given-names><![CDATA[María-José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mardones-Valdebenito]]></surname>
<given-names><![CDATA[Paulina-Jazmín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica de la Santísima Concepción  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Banco Santander  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Católica de la Santísima Concepción  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2017</year>
</pub-date>
<volume>8</volume>
<numero>21</numero>
<fpage>138</fpage>
<lpage>153</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-28722017000100138&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-28722017000100138&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-28722017000100138&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Lograr y mantener un estatus y una imagen dentro de la industria es una tarea difícil en todos los sectores. Pero en la educación superior en Chile la tarea puede ser aún más ardua debido a la atomización del sector, su dinamismo, las regulaciones y la sofisticación de la demanda. En este artículo se presenta un estudio sobre el posicionamiento de la carrera Ingeniería Comercial en la región del Biobío. Se emplea la técnica del análisis factorial para el desarrollo de mapas perceptuales. Los resultados indican las universidades mejor y peor posicionadas en la Región. Las universidades poseen atributos mejor posicionados que otros, siendo el segmento de procedencia la variable diferenciadora de elección. Las conclusiones del estudio permiten a las instituciones de educación superior conocer la percepción del mercado sobre su imagen y servicio, diseñar campañas de posicionamiento y conocer las necesidades y demandas del dinámico mercado.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: Conseguir e manter status e imagem dentro da indústria é uma tarefa complexa em todas as áreas. Porém, no ensino superior no Chile, a tarefa pode ser ainda mais árdua devido à atomização do setor, ao seu dinamismo, às regulamentações e à sofisticação da demanda. Neste artigo, apresenta-se um estudo sobre o posicionamento do curso de Engenharia Comercial na região de Biobío. A técnica da análise fatorial é empregada para desenvolvimento de mapas perceptuais. Os resultados indicam as universidades melhor e pior posicionadas na Região. As universidades possuem atributos melhor posicionados do que outros, sendo o segmento de procedência a variável diferenciadora escolhida. As conclusões do estudo permitem às instituições de ensino superior apreciar a percepção do mercado sobre sua imagem e serviço, desenhar campanhas de posicionamento e conhecer as necessidades e demandas do dinâmico mercado.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[posicionamiento]]></kwd>
<kwd lng="es"><![CDATA[mapa perceptual]]></kwd>
<kwd lng="es"><![CDATA[análisis factorial]]></kwd>
<kwd lng="es"><![CDATA[educación superior universitaria]]></kwd>
<kwd lng="es"><![CDATA[Chile]]></kwd>
<kwd lng="pt"><![CDATA[posicionamento]]></kwd>
<kwd lng="pt"><![CDATA[mapa perceptual]]></kwd>
<kwd lng="pt"><![CDATA[análise fatorial]]></kwd>
<kwd lng="pt"><![CDATA[ensino superior universitário]]></kwd>
<kwd lng="pt"><![CDATA[Chile]]></kwd>
<kwd lng="en"><![CDATA[positioning]]></kwd>
<kwd lng="en"><![CDATA[perceptual map]]></kwd>
<kwd lng="en"><![CDATA[factorial analysis]]></kwd>
<kwd lng="en"><![CDATA[university education]]></kwd>
<kwd lng="en"><![CDATA[Chile]]></kwd>
</kwd-group>
</article-meta>
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