Social marketing to encourage adult upper secondary education in Bahía de Caráquez

Abstract

The research work entitled social marketing to encourage the education of the upper secondary school for adults in Bahía de Caráquez. It was set as a goal; encourage adults to complete their high school studies by creating social marketing strategies. Quantitative, qualitative, descriptive and Delphi methods (number of rounds) were applied in the research, as an instrument a survey was applied to the inhabitants which was processed by the SPS Software, Cronbach's alpha was applied, resulting in a reliability of 0.98 , it is preponderant to state that the adult population considers that if it is transcendental to finish and obtain the baccalaureate degree to be able to exercise the existing marketing activities in the locality , actively include themselves in social life in order to have better opportunities in the labor market guaranteeing a decent life and better income for their homes.