Modelo de negocios para el Instituto Universitario de Idiomas de la Universidad de Cuenca dirigido hacia el área de oferta especial y el área de servicios especializados

Abstract

The objective of this degree work is to establish a business model to increase the demand for students at the Language Institute of the University of Cuenca. In this work, a mixed quantitative and qualitative analysis methodology is presented as a medium-term project where the objectives of the Language Institute are determined, as well as the activities that allow to achieve them and operate profitably in the market segments where it is focused. The qualitative approach is carried out through surveys based on the sample size established according to the population of Cuenca, the information allows us to know the preferences, needs and interest of the market niche about learning a new language. In order to be able to establish marketing strategies and increase the demand of students. The quantitative approach is presented through financial analysis based on costs and prices according to the current market of institutes that offer language programs, as well as the determination of resources necessary to carry out the present business model and have a firm structure based on profitability. The business model is focused on students at the University of Cuenca who must meet the English levels determined by each faculty, for Postgraduate students, students from other universities and for the general public who wants to learn a new language. Based on the above, it is intended to establish a business model based on profitability and that is sustainable over time for the Language Institute of the University of Cuenca.