Diseño de un modelo de negocios para el Instituto Universitario de Idiomas de la Universidad de Cuenca

Abstract

Learning English is essential for today's world, facilitating intercultural communication and improving job opportunities. This study focuses on designing a new business model for the “Instituto Universitario de Idiomas” of the University of Cuenca, prioritizing the English language and the PASLE program due to the dissatisfaction of the current model. A market study and an analysis of its external and internal situation was carried out, using tools such as SWOT and PESTEL, to identify the main problems faced by the institute. Subsequently, the Canvas model was applied and concrete proposals were formulated, including the integration of the language in the curricula of each career in collaboration with the faculties, the strengthening of strategic agreements with other universities and companies, the inclusion of technical subjects and general training in English and the implementation of digital marketing campaigns to improve operational efficiency, thus allowing to raise academic quality. Therefore, an action plan was developed with objectives, strategies, activities and indicators to measure its success. Likewise, financial analyses were carried out to establish the ideal investment plan for the model, its profitability projections for the next five years, the calculation of viability and the evaluation of risks with their respective mitigations. Finally, conclusions and recommendations are presented seeking continuous improvement and efficient management of English, making the “University of Cuenca” a bilingual institution.