“BRANDING CORPORATIVO PARA

INCREMENTAR EL NÚMERO DE ESTUDIANTES

INSCRITOS EN CARRERAS UNIVERSITARIAS
CASO: ESCUELA MARÍTIMA”

ESTUDIANTE : TN. CGON. WILLIAM LUDWIG

BALDIVIESO CALLISAYA
TUTOR : ING. PABLO ERNESTO LEDEZMA

Importancia del Branding consiste en
identificar, estructurar y comunicar los
atributos propios de identidad para crear
y mantener vínculos relevantes con sus
públicos
INTRODUCCIÓN
BRANDING. El concepto de “Branding”
no se limita sólo al nivel de los productos
o servicios de una entidad, sino que se
puede aplicar a cualquier sujeto
susceptible de realizarle una acción de
“gestión de los atributos de identidad”.
(Capriotti,2009)
 ANÁLISIS CAUSAL
FIGURA 1: Diagrama Causa-Efecto de Ishikawa
 FORMULACIÓN DEL PROBLEMA
• La actual estrategia empírica de la Escuela Marítima provoca un bajo nivel
de estudiantes inscritos en carreras universitarias.
OBJETIVO GENERAL
• Diseñar una estrategia Branding Corporativo para incrementar el nivel de inscritos
en carreras universitarias.
JOB
POSITION 1

OBJETIVOS ESPECÍFICOS
• Diagnosticar la actual estrategia de desarrollo de Branding de
la Escuela Marítima.

• Diagnosticar los entornos de mercado de la Escuela Marítima.

• Diseñar la propuesta de solución para la Escuela Marítima.

 JUSTIFICACIÓN TEÓRICA

 La aplicación de
JUSTIFICACIÓN conocimientos aprendidos
 GeneraSOCIAL
un beneficio a la sociedad boliviana al en el transcurso de la
realizar una competitividad entre universidades. carrera.

01 02 03 04

JUSTIFICACIÓN TÉCNICA JUSTIFICACIÓN

 Contar con el diagnóstico, establecer las ECONÓMICA
 Permitirá incrementar el
alternativas. nivel de inscritos
generando un beneficio
económico óptimo.
 ALCANCE TEMPORAL
 Para realizar la investigación se
utilizará los datos históricos
desde el año 2019-2020.
 El trabajo de grado se realizará
ALCANCE GEOGRÁFICO durante los semestres II -2020 y
 El estudio se realizará en I-2021.
la ciudad de La Paz.

01 02 03

ALCANCE TEMÁTICO
 Se realizará un diagnóstico de la actual estrategia de desarrollo de
Branding de la Escuela Marítima.
 Se realizará un diagnóstico de los entornos de mercado de la
Escuela Marítima.
 Se llevará a cabo el desarrollo de la propuesta.
 Se analizará la viabilidad técnica y económica.
DEFINICIÓN CONCEPTUAL
CUADRO 4. Operativización preliminar de variables
 COMMUNICATION SKILLS

COMMUNICATION
SKILLS

Mother tongue(s) Other language(s)

● Language 1 Language 1
● Language 2 Language 2
Language 3
TECHNICAL SKILLS

Venus Mercury Mars Jupiter

Venus has a Mercury is the Despite being red, It’s a gas giant and
beautiful name, but smallest planet in Mars is a cold the biggest planet
it’s terribly hot our Solar System place, not hot in our Solar
System
COMPUTER SKILLS
VOLUNTEER WORK
Venus Mars
Venus has a beautiful name, but Despite being red, Mars is a cold place,
it’s terribly hot not hot

Mercury Jupiter
Mercury is the closest planet It’s a gas giant and the biggest planet
to the Sun in our Solar System
 HOBBIES

Venus Mercury Mars Jupiter

Venus has a beautiful Mercury is the Despite being red, It’s a gas giant and the
name, but it’s terribly closest planet to the Mars is a cold place, biggest planet in our
hot Sun not hot Solar System
CONTACT

ADDRESS Your address here

PHONE 001 664 123 4567

CELL PHONE 001 664 123 4567

EMAIL Email address here

THANKS!
 CREDITS
This is where you give credit to the ones who are part of this project.
Did you like the resources on this template? Get them for free at our other
websites.
◂ Presentation template by Slidesgo
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◂ Author introduction slide photo created by Freepik
◂ Text & Image slide photo created by Freepik.com
 TABLE OF
CONTENTS
01 EXPERIENCE
02 EDUCATION
03 SKILLS
04 INTERESTS/HOBBIES
 ABOUT
ME
Mercury is the closest planet to the Sun and the
smallest one in the Solar System—it’s only a bit
larger than our Moon. The planet’s name has nothing
to do with the liquid metal since it was named after
the Roman messenger god, Mercury
 EXPERIENCE
01
2010-2019
Mercury is the closest planet
to the Sun

02
2010-2019
Venus has a beautiful name,
but it’s very hot

03
2010-2019
Despite being red, Mars is a cold
place, not hot

04
2010-2019
Jupiter is the biggest planet in our Solar
System
JOB
POSITION 1

COMPANY
NAME HERE 2006-2010

Job / position title here

● List your responsibilities for this job
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
● Don’t omit important information
 EDUCATION
2010-2019 2010-2019
Venus has a beautiful name, but it’s Mercury is the closest planet to the
terribly hot Sun

01 02 03 04

2010-2019 2010-2019
Despite being red, Mars is a cold place, Jupiter is a gas giant and the biggest planet
not hot in our Solar System
INSTITUTION NAME
HERE 2000-2006

Principal subjects / occupational skills covered:

● List the subjects here
● Sort them by relevance
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
 COMMUNICATION SKILLS

COMMUNICATION
SKILLS

Mother tongue(s) Other language(s)

● Language 1 Language 1
● Language 2 Language 2
Language 3
TECHNICAL SKILLS

Venus Mercury Mars Jupiter

Venus has a Mercury is the Despite being red, It’s a gas giant and
beautiful name, but smallest planet in Mars is a cold the biggest planet
it’s terribly hot our Solar System place, not hot in our Solar
System
COMPUTER SKILLS
VOLUNTEER WORK
Venus Mars
Venus has a beautiful name, but Despite being red, Mars is a cold place,
it’s terribly hot not hot

Mercury Jupiter
Mercury is the closest planet It’s a gas giant and the biggest planet
to the Sun in our Solar System
 HOBBIES

Venus Mercury Mars Jupiter

Venus has a beautiful Mercury is the Despite being red, It’s a gas giant and the
name, but it’s terribly closest planet to the Mars is a cold place, biggest planet in our
hot Sun not hot Solar System
CONTACT

ADDRESS Your address here

PHONE 001 664 123 4567

CELL PHONE 001 664 123 4567

EMAIL Email address here

THANKS!
 CREDITS
This is where you give credit to the ones who are part of this project.
Did you like the resources on this template? Get them for free at our other
websites.
◂ Presentation template by Slidesgo
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◂ Infographics by Freepik
◂ Author introduction slide photo created by Freepik
◂ Text & Image slide photo created by Freepik.com
 TABLE OF
CONTENTS
01 EXPERIENCE
02 EDUCATION
03 SKILLS
04 INTERESTS/HOBBIES
 ABOUT
ME
Mercury is the closest planet to the Sun and the
smallest one in the Solar System—it’s only a bit
larger than our Moon. The planet’s name has nothing
to do with the liquid metal since it was named after
the Roman messenger god, Mercury
 EXPERIENCE
01
2010-2019
Mercury is the closest planet
to the Sun

02
2010-2019
Venus has a beautiful name,
but it’s very hot

03
2010-2019
Despite being red, Mars is a cold
place, not hot

04
2010-2019
Jupiter is the biggest planet in our Solar
System
JOB
POSITION 1

COMPANY
NAME HERE 2006-2010

Job / position title here

● List your responsibilities for this job
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
● Don’t omit important information
 EDUCATION
2010-2019 2010-2019
Venus has a beautiful name, but it’s Mercury is the closest planet to the
terribly hot Sun

01 02 03 04

2010-2019 2010-2019
Despite being red, Mars is a cold place, Jupiter is a gas giant and the biggest planet
not hot in our Solar System
INSTITUTION NAME
HERE 2000-2006

Principal subjects / occupational skills covered:

● List the subjects here
● Sort them by relevance
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
 COMMUNICATION SKILLS

COMMUNICATION
SKILLS

Mother tongue(s) Other language(s)

● Language 1 Language 1
● Language 2 Language 2
Language 3
TECHNICAL SKILLS

Venus Mercury Mars Jupiter

Venus has a Mercury is the Despite being red, It’s a gas giant and
beautiful name, but smallest planet in Mars is a cold the biggest planet
it’s terribly hot our Solar System place, not hot in our Solar
System
COMPUTER SKILLS
VOLUNTEER WORK
Venus Mars
Venus has a beautiful name, but Despite being red, Mars is a cold place,
it’s terribly hot not hot

Mercury Jupiter
Mercury is the closest planet It’s a gas giant and the biggest planet
to the Sun in our Solar System
 HOBBIES

Venus Mercury Mars Jupiter

Venus has a beautiful Mercury is the Despite being red, It’s a gas giant and the
name, but it’s terribly closest planet to the Mars is a cold place, biggest planet in our
hot Sun not hot Solar System
CONTACT

ADDRESS Your address here

PHONE 001 664 123 4567

CELL PHONE 001 664 123 4567

EMAIL Email address here

THANKS!
 CREDITS
This is where you give credit to the ones who are part of this project.
Did you like the resources on this template? Get them for free at our other
websites.
◂ Presentation template by Slidesgo
◂ Icons by Flaticon
◂ Infographics by Freepik
◂ Author introduction slide photo created by Freepik
◂ Text & Image slide photo created by Freepik.com
 TABLE OF
CONTENTS
01 EXPERIENCE
02 EDUCATION
03 SKILLS
04 INTERESTS/HOBBIES
 ABOUT
ME
Mercury is the closest planet to the Sun and the
smallest one in the Solar System—it’s only a bit
larger than our Moon. The planet’s name has nothing
to do with the liquid metal since it was named after
the Roman messenger god, Mercury
 EXPERIENCE
01
2010-2019
Mercury is the closest planet
to the Sun

02
2010-2019
Venus has a beautiful name,
but it’s very hot

03
2010-2019
Despite being red, Mars is a cold
place, not hot

04
2010-2019
Jupiter is the biggest planet in our Solar
System
JOB
POSITION 1

COMPANY
NAME HERE 2006-2010

Job / position title here

● List your responsibilities for this job
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
● Don’t omit important information
 EDUCATION
2010-2019 2010-2019
Venus has a beautiful name, but it’s Mercury is the closest planet to the
terribly hot Sun

01 02 03 04

2010-2019 2010-2019
Despite being red, Mars is a cold place, Jupiter is a gas giant and the biggest planet
not hot in our Solar System
INSTITUTION NAME
HERE 2000-2006

Principal subjects / occupational skills covered:

● List the subjects here
● Sort them by relevance
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
 COMMUNICATION SKILLS

COMMUNICATION
SKILLS

Mother tongue(s) Other language(s)

● Language 1 Language 1
● Language 2 Language 2
Language 3
TECHNICAL SKILLS

Venus Mercury Mars Jupiter

Venus has a Mercury is the Despite being red, It’s a gas giant and
beautiful name, but smallest planet in Mars is a cold the biggest planet
it’s terribly hot our Solar System place, not hot in our Solar
System
COMPUTER SKILLS
VOLUNTEER WORK
Venus Mars
Venus has a beautiful name, but Despite being red, Mars is a cold place,
it’s terribly hot not hot

Mercury Jupiter
Mercury is the closest planet It’s a gas giant and the biggest planet
to the Sun in our Solar System
 HOBBIES

Venus Mercury Mars Jupiter

Venus has a beautiful Mercury is the Despite being red, It’s a gas giant and the
name, but it’s terribly closest planet to the Mars is a cold place, biggest planet in our
hot Sun not hot Solar System
CONTACT

ADDRESS Your address here

PHONE 001 664 123 4567

CELL PHONE 001 664 123 4567

EMAIL Email address here

THANKS!
 CREDITS
This is where you give credit to the ones who are part of this project.
Did you like the resources on this template? Get them for free at our other
websites.
◂ Presentation template by Slidesgo
◂ Icons by Flaticon
◂ Infographics by Freepik
◂ Author introduction slide photo created by Freepik
◂ Text & Image slide photo created by Freepik.com
 TABLE OF
CONTENTS
01 EXPERIENCE
02 EDUCATION
03 SKILLS
04 INTERESTS/HOBBIES
 ABOUT
ME
Mercury is the closest planet to the Sun and the
smallest one in the Solar System—it’s only a bit
larger than our Moon. The planet’s name has nothing
to do with the liquid metal since it was named after
the Roman messenger god, Mercury
 EXPERIENCE
01
2010-2019
Mercury is the closest planet
to the Sun

02
2010-2019
Venus has a beautiful name,
but it’s very hot

03
2010-2019
Despite being red, Mars is a cold
place, not hot

04
2010-2019
Jupiter is the biggest planet in our Solar
System
JOB
POSITION 1

COMPANY
NAME HERE 2006-2010

Job / position title here

● List your responsibilities for this job
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
● Don’t omit important information
 EDUCATION
2010-2019 2010-2019
Venus has a beautiful name, but it’s Mercury is the closest planet to the
terribly hot Sun

01 02 03 04

2010-2019 2010-2019
Despite being red, Mars is a cold place, Jupiter is a gas giant and the biggest planet
not hot in our Solar System
INSTITUTION NAME
HERE 2000-2006

Principal subjects / occupational skills covered:

● List the subjects here
● Sort them by relevance
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
 COMMUNICATION SKILLS

COMMUNICATION
SKILLS

Mother tongue(s) Other language(s)

● Language 1 Language 1
● Language 2 Language 2
Language 3
TECHNICAL SKILLS

Venus Mercury Mars Jupiter

Venus has a Mercury is the Despite being red, It’s a gas giant and
beautiful name, but smallest planet in Mars is a cold the biggest planet
it’s terribly hot our Solar System place, not hot in our Solar
System
COMPUTER SKILLS
VOLUNTEER WORK
Venus Mars
Venus has a beautiful name, but Despite being red, Mars is a cold place,
it’s terribly hot not hot

Mercury Jupiter
Mercury is the closest planet It’s a gas giant and the biggest planet
to the Sun in our Solar System
 HOBBIES

Venus Mercury Mars Jupiter

Venus has a beautiful Mercury is the Despite being red, It’s a gas giant and the
name, but it’s terribly closest planet to the Mars is a cold place, biggest planet in our
hot Sun not hot Solar System
CONTACT

ADDRESS Your address here

PHONE 001 664 123 4567

CELL PHONE 001 664 123 4567

EMAIL Email address here

THANKS!
 CREDITS
This is where you give credit to the ones who are part of this project.
Did you like the resources on this template? Get them for free at our other
websites.
◂ Presentation template by Slidesgo
◂ Icons by Flaticon
◂ Infographics by Freepik
◂ Author introduction slide photo created by Freepik
◂ Text & Image slide photo created by Freepik.com
 TABLE OF
CONTENTS
01 EXPERIENCE
02 EDUCATION
03 SKILLS
04 INTERESTS/HOBBIES
 ABOUT
ME
Mercury is the closest planet to the Sun and the
smallest one in the Solar System—it’s only a bit
larger than our Moon. The planet’s name has nothing
to do with the liquid metal since it was named after
the Roman messenger god, Mercury
 EXPERIENCE
01
2010-2019
Mercury is the closest planet
to the Sun

02
2010-2019
Venus has a beautiful name,
but it’s very hot

03
2010-2019
Despite being red, Mars is a cold
place, not hot

04
2010-2019
Jupiter is the biggest planet in our Solar
System
JOB
POSITION 1

COMPANY
NAME HERE 2006-2010

Job / position title here

● List your responsibilities for this job
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
● Don’t omit important information
 EDUCATION
2010-2019 2010-2019
Venus has a beautiful name, but it’s Mercury is the closest planet to the
terribly hot Sun

01 02 03 04

2010-2019 2010-2019
Despite being red, Mars is a cold place, Jupiter is a gas giant and the biggest planet
not hot in our Solar System
INSTITUTION NAME
HERE 2000-2006

Principal subjects / occupational skills covered:

● List the subjects here
● Sort them by relevance
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
 COMMUNICATION SKILLS

COMMUNICATION
SKILLS

Mother tongue(s) Other language(s)

● Language 1 Language 1
● Language 2 Language 2
Language 3
TECHNICAL SKILLS

Venus Mercury Mars Jupiter

Venus has a Mercury is the Despite being red, It’s a gas giant and
beautiful name, but smallest planet in Mars is a cold the biggest planet
it’s terribly hot our Solar System place, not hot in our Solar
System
COMPUTER SKILLS
VOLUNTEER WORK
Venus Mars
Venus has a beautiful name, but Despite being red, Mars is a cold place,
it’s terribly hot not hot

Mercury Jupiter
Mercury is the closest planet It’s a gas giant and the biggest planet
to the Sun in our Solar System
 HOBBIES

Venus Mercury Mars Jupiter

Venus has a beautiful Mercury is the Despite being red, It’s a gas giant and the
name, but it’s terribly closest planet to the Mars is a cold place, biggest planet in our
hot Sun not hot Solar System
CONTACT

ADDRESS Your address here

PHONE 001 664 123 4567

CELL PHONE 001 664 123 4567

EMAIL Email address here

THANKS!
 CREDITS
This is where you give credit to the ones who are part of this project.
Did you like the resources on this template? Get them for free at our other
websites.
◂ Presentation template by Slidesgo
◂ Icons by Flaticon
◂ Infographics by Freepik
◂ Author introduction slide photo created by Freepik
◂ Text & Image slide photo created by Freepik.com
 TABLE OF
CONTENTS
01 EXPERIENCE
02 EDUCATION
03 SKILLS
04 INTERESTS/HOBBIES
 ABOUT
ME
Mercury is the closest planet to the Sun and the
smallest one in the Solar System—it’s only a bit
larger than our Moon. The planet’s name has nothing
to do with the liquid metal since it was named after
the Roman messenger god, Mercury
 EXPERIENCE
01
2010-2019
Mercury is the closest planet
to the Sun

02
2010-2019
Venus has a beautiful name,
but it’s very hot

03
2010-2019
Despite being red, Mars is a cold
place, not hot

04
2010-2019
Jupiter is the biggest planet in our Solar
System
JOB
POSITION 1

COMPANY
NAME HERE 2006-2010

Job / position title here

● List your responsibilities for this job
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
● Don’t omit important information
 EDUCATION
2010-2019 2010-2019
Venus has a beautiful name, but it’s Mercury is the closest planet to the
terribly hot Sun

01 02 03 04

2010-2019 2010-2019
Despite being red, Mars is a cold place, Jupiter is a gas giant and the biggest planet
not hot in our Solar System
INSTITUTION NAME
HERE 2000-2006

Principal subjects / occupational skills covered:

● List the subjects here
● Sort them by relevance
● Adapt this to your needs
● Try to keep it short
● Get straight to the point
 COMMUNICATION SKILLS

COMMUNICATION
SKILLS

Mother tongue(s) Other language(s)

● Language 1 Language 1
● Language 2 Language 2
Language 3
TECHNICAL SKILLS

Venus Mercury Mars Jupiter

Venus has a Mercury is the Despite being red, It’s a gas giant and
beautiful name, but smallest planet in Mars is a cold the biggest planet
it’s terribly hot our Solar System place, not hot in our Solar
System
COMPUTER SKILLS
VOLUNTEER WORK
Venus Mars
Venus has a beautiful name, but Despite being red, Mars is a cold place,
it’s terribly hot not hot

Mercury Jupiter
Mercury is the closest planet It’s a gas giant and the biggest planet
to the Sun in our Solar System
 HOBBIES

Venus Mercury Mars Jupiter

Venus has a beautiful Mercury is the Despite being red, It’s a gas giant and the
name, but it’s terribly closest planet to the Mars is a cold place, biggest planet in our
hot Sun not hot Solar System
CONTACT

ADDRESS Your address here

PHONE 001 664 123 4567

CELL PHONE 001 664 123 4567

EMAIL Email address here

THANKS!
 CREDITS
This is where you give credit to the ones who are part of this project.
Did you like the resources on this template? Get them for free at our other
websites.
◂ Presentation template by Slidesgo
◂ Icons by Flaticon
◂ Infographics by Freepik
◂ Author introduction slide photo created by Freepik
◂ Text & Image slide photo created by Freepik.com