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Customer centered marketing for english proficiency certifications in five emerging countries of Latin America
dc.contributor.advisor | Rod, Michel | spa |
dc.contributor.author | García Bernal, Oscar Javier | spa |
dc.coverage.spatial | Colombia | spa |
dc.coverage.temporal | Enero 2019 - Julio 2019 | spa |
dc.date.accessioned | 2017-05-09T14:44:24Z | |
dc.date.accessioned | 2017-08-12T15:49:02Z | |
dc.date.available | 2017-05-09T14:44:24Z | |
dc.date.available | 2017-08-12T15:49:02Z | |
dc.date.created | 2017 | |
dc.identifier.uri | http://hdl.handle.net/10726/1652 | |
dc.description.abstract | Las certificaciones de dominio del inglés han estado en el mercado desde la década de 1960, cuando se crearon como consecuencia de la demanda de estudiantes extranjeros en las universidades de América del Norte. No hubo que promocionar ni comercializar, ya que era un requisito de las universidades para los candidatos que esperaban ingresar a diferentes programas de educación superior. Esta situación creó el entorno perfecto para las organizaciones que administran certificaciones de exámenes para generar estrategias de marketing centradas en el producto más que en el cliente, similar a lo que tradicionalmente ha sucedido con el marketing educativo. | spa |
dc.description.tableofcontents | Abstract. Introduction. State of the art. Theoretical framework. Methodology. English proficiency certifications. Government supported English Proficiency Tests. IELTS (International English Language Testing System). TOEFL (The Test of English as Foreign Language). Independent English Proficiency Tests.TECS - Test of English Communication Skills. APTIS. TOEIC – Test of English for International Communication. ITEP. Country analysis. Brazil. Chile. Colombia. México. Perú. Porter 5 forces analysis for the english proficiency testing industry. Power of suppliers. Threat of new entrants. Power of buyer. Power of substitutes. Industry rivalry. Customer asset marketing diagnosis to english proficiency certifications. International Language Testing Organization, creators of the TECS. British Council, creators of the APTIS test. Boston Educational Service, developers of the ITEP. Conclusions and suggested strategy. | eng |
dc.format.extent | 93 Páginas | spa |
dc.format.mimetype | application/pdf | eng |
dc.language.iso | eng | |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Test Toefl | spa |
dc.subject.ddc | 658.83 Investigación de mercados | spa |
dc.title | Customer centered marketing for english proficiency certifications in five emerging countries of Latin America | spa |
dc.rights.accessrights | info:eu-repo/semantics/openAccess | |
dc.subject.lemb | Estrategias de mercadeo | spa |
dc.subject.lemb | Competencias educativas | spa |
dc.subject.lemb | Relaciones con los clientes | spa |
dc.subject.lemb | Examen de inglés como lengua extranjera -- Estrategia y técnicas | spa |
dc.subject.lemb | Instituciones de educación | spa |
dc.subject.lemb | Test Toefl | spa |
dc.identifier.local | MBA00473 / G216c 2017 | |
dc.rights.local | Abierto (Texto Completo) | spa |
dc.type.version | info:eu-repo/semantics/acceptedVersion | |
dc.description.degreename | Magíster en Administración de Empresas | spa |
dc.identifier.instname | instname:Colegio de Estudios Superiores de Administración - CESA | spa |
dc.identifier.reponame | reponame:Biblioteca Digital - CESA | spa |
dc.identifier.repourl | repourl:https://repository.cesa.edu.co/ | |
dc.description.abstractenglish | English Proficiency Certifications have been in the market since the 1960´s when they were created as a consequence of the demand of foreign students in the North American universities. Neither promotion nor marketing had to be undertaken since it was a requirement from Universities to candidates expecting to enter different higher education programs. This situation created the perfect environment for the organizations administering exam certifications to generate marketing strategies focused in the product more than the customer, similar to what has traditionally happened with education marketing. | eng |
dc.rights.creativecommons | Attribution-NonCommercial-NoDerivatives 4.0 International | * |
dc.description.degreelevel | Maestría | spa |
dc.publisher.program | Maestría en Administración de Empresas, CESA. | spa |
dc.publisher.program | Master of Business Administration, Carleton University. | eng |
dc.publisher.grantor | Colegio de Estudios Superiores de Administración - CESA | spa |
dc.type.local | Tesis/Trabajo de grado - Monografía – Maestría | spa |
dc.type.coar | http://purl.org/coar/resource_type/c_bdcc | |
dc.type.driver | info:eu-repo/semantics/masterThesis | |
dc.type.redcol | http://purl.org/redcol/resource_type/TM | |
dc.type.coarversion | http://purl.org/coar/version/c_ab4af688f83e57aa |