Universidad Católica Boliviana "San Pablo"

ABSTRACT The objective of this undergraduate work is to conduct a market study of the undergraduate higher education service in private educational schools in the city of Santa Cruz de la Sierra for the business area of the Bolivian Catholic University "San Pablo", the same seeks to determine the potential demand for the service offered, based on the preferences presented by the demand. An analysis of the macro environment and the microenvironment of the higher education service industry was carried out to determine the strengths, opportunities, weaknesses and threats that affect the development of this sector of the industry. The potential demand of these services, users and buyers was determined, identifying their preferences and their requirement for careers in the business area, thus determining the profile of users and buyers of this service. The direct competition of the Bolivian Catholic University "San Pablo" in the business area was analyzed, being able to identify the criteria that they valued to choose the university in which they study. The proper conclusions of the study and the recommendations necessary to take action on the findings were presented, which will later be very helpful in increasing the number of students in the business areas of the Bolivian Catholic University "San Pablo" academic unit Santa Cruz. Word keys: Marketing research, demand, offer, direct competition, higher education service and business careers.