Análisis del proceso de matrícula en el Liceo de Chacarita, Puntarenas para la promoción de matrícula estudiantil de nuevo ingreso durante el curso lectivo 2024
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Navarrete Padilla, Kerry
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Abstract
La presente investigación tiene como propósito analizar el proceso de matrícula utilizado desde la gestión administrativa del Liceo de Chacarita y su influencia en la atracción de estudiantes de nuevo ingreso durante el curso lectivo 2023 para diseñar una propuesta de estrategia de marketing educativo que mejore la atracción de estudiantes de nuevo ingreso durante el curso lectivo 2024. Se usa un enfoque cualitativo y el tipo de investigación es estudio de caso. Entre los resultados se obtuvo que el proceso de matrícula llevado a cabo por la institución tiene una percepción positiva de parte de las comunidades y han tenido resultados favorables, pero la administración educativa manifiesta que poseen varias desventajas y han perdido algunas matriculas porque se han ido a una institución competencia. Por ello, se propone desarrollar una propuesta de marketing educativo enfocado en redes sociales para dar a conocer los servicios del liceo, pues estas son los medios de comunicación preferidos por los padres de familia para informarse sobre noticia del centro educativo. Además, luego del análisis del proceso de matrícula se concluyó que este sea cada vez más relevantes en las instituciones educativas debido a las bajas de natalidad en el país y el impacto que ello tiene en la estabilidad laboral de todo el personal del Magisterio Nacional, lo cual requiere de análisis en una futura investigación.
This investigation aims to analyze the enrollment process used by the School Administration of Liceo de Chacarita and its influence on the new admissions during the 2023 school year. Based on the results obtained, a proposal of an education marketing strategy was created to improve students’ attraction during the 2024 school year. A qualitative approach with a case study design were used for the present investigation. According to the results obtained, the enrollment process carried out by the institution has a positive perception from the communities, and the registration results were favorable. However, the school administration expressed that the high school has different disadvantages that makes them lose students who decided to register in a competitive institution. For that reason, this study creates an education marketing proposal based on social media to promote the main high school services. The social media marketing was selected because it was determined that they are the main mean to get informed about news from the educational institution. Moreover, after analyzing the enrollment process, it was concluded that it is increasingly relevant in educational institutions due to the low birth rate in the country, and the impact this has on the job stability of all the personnel of the Magisterio Nacional, which requires analysis in future research.
This investigation aims to analyze the enrollment process used by the School Administration of Liceo de Chacarita and its influence on the new admissions during the 2023 school year. Based on the results obtained, a proposal of an education marketing strategy was created to improve students’ attraction during the 2024 school year. A qualitative approach with a case study design were used for the present investigation. According to the results obtained, the enrollment process carried out by the institution has a positive perception from the communities, and the registration results were favorable. However, the school administration expressed that the high school has different disadvantages that makes them lose students who decided to register in a competitive institution. For that reason, this study creates an education marketing proposal based on social media to promote the main high school services. The social media marketing was selected because it was determined that they are the main mean to get informed about news from the educational institution. Moreover, after analyzing the enrollment process, it was concluded that it is increasingly relevant in educational institutions due to the low birth rate in the country, and the impact this has on the job stability of all the personnel of the Magisterio Nacional, which requires analysis in future research.
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MATRÍCULA ESTUDIANTIL, MARKETING EDUCATIVO, CONDICIONES DE ADMISIÓN, PROMOCIÓN