Es un sistema total de actividades de negocios cuya finalidad es planear, fijar el precio, promover y distribuir los productos satisfactores de necesidades entre los mercados metas para alcanzar los objetivos corporativos.

Es el proceso por medio del cual se desarrollan las capacidades empresariales, se conocen lasfortalezas y debilidades, se establecen objetivos claros y medibles, se desarrollan las estrategias y planes que permitan alcanzar los objetivos planteados, se ejecutan los planes para que las cosas, sucedan según lo programado y por ultimo analizar los resultados y tomas las medidas correctivas necesarias.

Mercadeo estratégico: Es la función cuya finalidad es orientar la empresa hacia lasoportunidades económicas atractivas para ella, es decir, completamente adaptadas a sus cursos y ofrecer un potencial de crecimiento y rentabilidad.

El mercadeo estratégico trata de escoger el mercado, la meta y la creación y mantenimiento de la mezcla que satisfaga las necesidades del consumidor con un producto o servicio especifico.

Laplanificación estratégica de mercadeo, que se utilizo como modelo teórico para sustentar la presente investigación, se conforma de varios pasos que se mencionan a continuación:

El análisis competitivo ayuda a identificar las fortalezas y debilidades de la empresa, así como las oportunidades y amenazas que le afectan dentro de su mercado objetivo.
El análisis de Situación puedeclasificarse en Interno y Externo.

Consiste en realizar un análisis de los recursos y capacidades de las distintas áreas de la empresa. Además permite determinar las fortalezas y las debilidades de la organización.

Es la investigación de las fuerzas del entorno que constituyen amenazas y oportunidades para la empresa, dentro de las cuales se puedenmencionar: Análisis del Entorno Económico, Político-Legal, Social, Tecnológico Y Competencia. Con el propósito de identificar variables claves que permitan responder con anticipación a dicho mercado.

Son declaraciones de resultados medibles y verificables, que se deben lograr dentro del marco de tiempo del plan.
Los fundamentos Estratégicos que se incluyen: son la Visión,Misión y Valores.

La visión se refiere al futuro deseable de la Institución, la cual, debemos responder a las siguientes interrogantes: ¿Hacia dónde vamos?, ¿Qué queremos para el futuro?, ¿Cómo queremos que nos perciban?. Se deben tomar en cuenta también, las siguientes consideraciones de visión:
-Proyecta la imagen compartida de lo que deseamos que llegue a ser en el futuro laInstitución.

-Se resume en una exposición de lo que se desea ocurra.

-Mediante su enfoque de anticipación del futuro, es posible definir prioridades, por lo que da sentido estratégico a los programas, proyectos, acciones y desiciones que se desee implementar.

La Misión expresa la razón de ser y de existir de toda la organización. En esta etapa, es importante considerar los siguientesaspectos:

-La finalidad o propósito fundamental que le da sentido, justificación o razón de ser a la Institución.

-Los servicios que la Institución ofrecerá tanto en su interior como fuera de ella.

-Las relaciones de trabajo necesarias para la integración funcional de las instituciones en el sistema educativo en su conjunto.

-La definición de los destinatarios finales de los serviciosde la Institución.

-La explicitación de cómo la Institución logrará sus propósitos.

-Las características que distinguen a las instituciones de las demás.

Los valores se definen como un fin, una creencia, un aprendizaje, un ideal, un patrón, que marcan nuestras actitudes y conductas, de tal manera que influyen en el comportamiento del ser humano.

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