Campaña de Comunicación para la Elección de una Carrera Técnica de Pregrado en la Universidad Politécnica Salesiana

This paper aims to make available to the scientific community, a communication campaign designed based on the factors involved in choosing a technical undergraduate degree at the Salesian Polytechnic University in Cuenca. Given the momentum that currently provided by the Ecuadorean government to technical and technological country institutes, must take measures to encourage the academic preparation of students opting not only for technical training but by engineering which ensures professionals that guarantee the rights stipulated in the Constitution of Ecuador and help boost the economy with innovation, research and entrepreneurship. The research is qualitative. It is based on focus groups and semi-structured interviews; its conceptual basis is defined by marketing approaches and public relations services, which means that the above factors constitute the main element for the development of a creative communicational approach to provide a more valuable study fields of the institution.