Plan estratégico para incrementar la matrícula de la carrera de Administración de Empresas Agropecuarias de UNAG
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Date
2024-02-01
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Abstract
El propósito de este estudio fue abordar la problemática sobre la reducción de la matrícula de
la carrera de Administración de Empresas Agropecuarias de la UNAG, con el objetivo de proponer
un plan estratégico con base a la investigación y análisis de los factores que han influido con el fin de
contribuir al incremento de la matrícula del año 2025. Se aplicó una metodología mixta realizando
una encuesta a los estudiantes de secundaria de tres institutos de la Ciudad de Catacamas, Olancho,
una encuesta a los estudiantes matriculados de primer ingreso y un grupo focal con seis egresados de
la carrera. Adicionalmente se realizó una entrevista a la coordinadora de la carrera. A partir del
diagnóstico, se identificaron los aspectos a mejorar, el plan de marketing, la implementación de becas,
seguimiento de los egresados, promoción y publicidad de la carrera, la oferta académica. El plan de
mejora que se realizó es el diseño del plan estratégico con la propuesta de un plan de marketing y
herramientas de administración estratégica que permitirán incrementar la captación de alumnos de
nuevo ingreso a la carrera. Por tanto, se concluye con un cronograma detallando las actividades que
permitirá el crecimiento de la carrera.
The purpose of this study was to approach the problem of the reduction in enrollment in the Agricultural Business Administration program at UNAG, with the objective of proposing a strategic plan based on the research and analysis of the factors that have influenced the to contribute to the increase in enrollment by 2025. A mixed methodology was applied by conducting a survey of high school students from three different high schools in the City of Catacamas, Olancho, a survey of firsttime enrolled students, and a focus group with six graduates of the course; in addition, an interview was conducted with the course coordinator. From the diagnosis, the aspects to improve were identified, the marketing plan, the implementation of scholarships, monitoring of graduates, promotion and publicity of the degree, and the academic offer. The improvement plan that was carried out is the design of the strategic plan with the proposal of a marketing plan and strategic management tools that will allow increasing the recruitment of students new to the program. Therefore, it concludes with a schedule detailing the activities that will allow career growth.
The purpose of this study was to approach the problem of the reduction in enrollment in the Agricultural Business Administration program at UNAG, with the objective of proposing a strategic plan based on the research and analysis of the factors that have influenced the to contribute to the increase in enrollment by 2025. A mixed methodology was applied by conducting a survey of high school students from three different high schools in the City of Catacamas, Olancho, a survey of firsttime enrolled students, and a focus group with six graduates of the course; in addition, an interview was conducted with the course coordinator. From the diagnosis, the aspects to improve were identified, the marketing plan, the implementation of scholarships, monitoring of graduates, promotion and publicity of the degree, and the academic offer. The improvement plan that was carried out is the design of the strategic plan with the proposal of a marketing plan and strategic management tools that will allow increasing the recruitment of students new to the program. Therefore, it concludes with a schedule detailing the activities that will allow career growth.
Keywords
Administración Estratégica, Educación Superior, Marketing, Plan Estratégico, Reducción de Matrícula