Análisis de factores clave para la elaboración del plan de marketing para la agencia acreditadora ACAAI
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Date
2025-05-05
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El objetivo de este proyecto fue desarrollar un Plan estratégico de marketing para fortalecer el posicionamiento y la visibilidad de la Agencia Centroamericana de Acreditación de Programas de Arquitectura, Ingeniería y Diseño (ACAAI), mediante la implementación de canales de comunicación efectivos y estrategias de promoción de sus servicios. El enfoque metodológico fue mixto, con un alcance descriptivo y diseño no experimental transversal, utilizando entrevistas, encuestas y revisión de registros existentes para obtener información precisa. Los resultados mostraron que la mayoría de los egresados son jóvenes de 22 a 32 años, principalmente en ingeniería, y que la accesibilidad y el costo son factores clave al elegir una universidad. Sin embargo, un 57% desconocía las agencias acreditadoras y el 52% no sabía si su programa estaba acreditado, a pesar de que el 50% reconoció la influencia de la acreditación en su vida profesional. Las conferencias y redes sociales fueron identificadas como los medios preferidos para difundir información. Las entrevistas destacaron que la acreditación es vista como un respaldo clave para la calidad educativa y la empleabilidad, y que ACAAI tiene una posición estratégica en la región, aunque enfrenta competencia de acreditadoras internacionales. Se identificaron áreas de mejora, como la capacitación de evaluadores, el cumplimiento estricto del manual y la adopción de mejores prácticas internacionales. Se recomienda fortalecer la visibilidad de la agencia mediante visitas a centros educativos, colaboración con universidades acreditadas y un mayor uso de plataformas digitales.
The objective of this project was to develop a strategic marketing plan to strengthen the positioning and visibility of the Central American Agency for the Accreditation of Architecture, Engineering and Design Programs (ACAAI), through the implementation of effective communication channels and strategies to promote its services. The methodological approach was mixed, with a descriptive scope and non-experimental cross-sectional design, using interviews, surveys and review of existing records to obtain accurate information. The results showed that most of the graduates are young people between 22 and 32 years of age, mainly in engineering, and that accessibility and cost are key factors when choosing a university. However, 57% were unaware of accrediting agencies and 52% did not know if their program was accredited, although 50% recognized the influence of accreditation in their professional life. Conferences and social networks were identified as the preferred means of disseminating information. The interviews highlighted that accreditation is seen as a key support for educational quality and employability, and that ACAAI has a strategic position in the region, although it faces competition from international accreditors. Areas for improvement were identified, such as the training of evaluators, strict compliance with the manual and the adoption of international best practices. It is recommended that the agency's visibility be strengthened through visits to educational centers, collaboration with accredited universities and greater use of digital platforms.
The objective of this project was to develop a strategic marketing plan to strengthen the positioning and visibility of the Central American Agency for the Accreditation of Architecture, Engineering and Design Programs (ACAAI), through the implementation of effective communication channels and strategies to promote its services. The methodological approach was mixed, with a descriptive scope and non-experimental cross-sectional design, using interviews, surveys and review of existing records to obtain accurate information. The results showed that most of the graduates are young people between 22 and 32 years of age, mainly in engineering, and that accessibility and cost are key factors when choosing a university. However, 57% were unaware of accrediting agencies and 52% did not know if their program was accredited, although 50% recognized the influence of accreditation in their professional life. Conferences and social networks were identified as the preferred means of disseminating information. The interviews highlighted that accreditation is seen as a key support for educational quality and employability, and that ACAAI has a strategic position in the region, although it faces competition from international accreditors. Areas for improvement were identified, such as the training of evaluators, strict compliance with the manual and the adoption of international best practices. It is recommended that the agency's visibility be strengthened through visits to educational centers, collaboration with accredited universities and greater use of digital platforms.
Keywords
Acreditación, Posicionamiento, Visibilidad