Analysis and projection of potential demand of the language center of the Universidad Nacional Mayor de San Marcos

Abstract

Training in language knowledge and management is an integral part of quality academic training in a globalized world. An educational offer of languages, accessible to young people regardless of their socio-economic level, is a challenge that the Language Center of the Universidad Nacional Mayor de San Marcos has faced for many years.

The current pandemic situation raises new obstacles to overcome with distancing measures; and at the same time, opportunities for the development of new products in the virtual modality.

This descriptive and cross-sectional research seeks to identify the key determinants of demand for the language center of this university, based on a sample of 1,500 and 22 university students.

Thus, within the institution’s offer of seven languages, we find a marked preference for the English language, a tendency to concentrate on the basic levels of studies and little permanence up to the advanced levels, as well as the need to diversify schedules. All of this is expected to allow the Language Center to fine-tune its marketing policies and strategies, which is the central purpose of this research.