Resumo

REYNOSO FLORES, Miguel; PERNAS ALVAREZ, Isis Angélica  e  PERAZZO LOGIOIA, Daniel Claudio. Educational Marketing in CONALEP Monterrey I: An Heterogenic and Harmonized Strategy. Rev. Cubana Edu. Superior [online]. 2017, vol.36, n.2, pp. 102-112. ISSN 0257-4314.

The results of a project started in february 2014 in José Antonio Padilla Segura I CONALEP in Nuevo León, México are shown in this paper. The research is based on the marketing elements directed to the education schools and institutions through a vocational-guidance arranged and diverse strategy, which involves perspectives with humanitarian and professional vision and mission. Its main objective is to increase registration in the different careers of the institution: Graphic Arts, Refrigeration and Air-Conditioning, Industrial Electro-Mechanics and Machines and Tools. Qualitative and quantitative methods were used to develop this research as for example: focus groups, surveys, documental review, and mapping among others. We got to the conclusion that means, techniques and original styles implemented in the strategy were effective, and thus, they are still being used for improving registration in the institution.

Palavras-chave : vocational guidance; professional selection; school strategies; educative promotion.

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