Matriz de posicionamiento estratégico en la enseñanza de la educación física en las universidades estatales ecuatorianas

A proposal of different strategies within a strategic positioning matrix is presented for the teaching of physical education in Ecuadorian universities, based on the basic and current precepts of marketing. The objective: to propose a strategic positioning matrix to guarantee the competitiveness sustainability of physical education teaching in Ecuadorian universities. The methodology is based on the application of strategic marketing, it is conformed according to the stages of the process in the creation of a strategic matrix, where a proposal of diverse strategies is conformed. The results of the application of the strategic positioning matrix to the selected sample of several universities (five in total) and institutes of higher education (three in total), indicate that the main strategies to position themselves in the minds of students and teachers are: user orientation, attributes and benefits in terms of quality of teaching and effective and updated transmission of knowledge and values; which can ensure the positioning, despite the limitations and externalities of the environment. With the application of the strategic positioning matrix, key didactic positioning strategies were detected from the market segmentation to achieve competitiveness and sustainability for the teaching of physical education in Ecuadorian universities.