Marketing strategies in English language schools: an empirical study

Abstract

This article shows the results of an investigation that aimed to propose marketing strategies for two English language teaching institutes in the Colombian city of Cúcuta: the COMPUHELP Educational Corporation and the United Services of English Institute (USE). From the study carried out, considering both the Internal Capacity Profile (PCI) and the Environment Opportunities and Threats Profile (POAM), it is evident that COMPUHELP has established itself in the market through responsibility and commitment to its clients; meanwhile, USE is one of the most recognized institutes in the city, thanks to twenty years of experience in the market, institutional agreements, the diversity of courses offered, international exchanges and other activities outside the classroom. It is also concluded that the target client of the institutes is a person aware of the globalization of markets and the impact it has generated on the development of society, including competitiveness and interpersonal relationships. All these elements serve to propose marketing strategies appropriate to the reality of each of the institutes.

Realidad Empresarial No. 15, 2023: 11-22.