UNIVERSITY CITIES: BRAND VALUES “UNIVERSITY CITY” AS A DETERMINISTIC ELEMENT OF THE CHOICE OF A UNIVERSITY CENTER

The “University” city brand on the choice of the destination to carry out their studies, is a factor that becomes more important in the development of modern cities, since it can allow development and sustainability from a position as an educational destination. This research project examines whether cities that have a "university city" positioning have a positive effect on the choice of a university located in said city to carry out university studies. It is specifically proposed: to build an empirical model from the review of the literature that allows exploring whether the positioning of the university city brand influences the choice of a university center, and from an empirical study, to determine which cities in Colombia are perceived as university cities and examine whether this perception influences the choice of university centers in these cities by young applicants. A quantitative methodology and an analysis of statistical data are proposed through the methodology of structural equations, which allows the analysis of cause-effect relationships between variables. It is expected that the results of this research will contribute to the development of the research line in university marketing and allow the development of proposals with an impact on the generation and sustainability of cities with the denomination "university city".

General Examine whether the positioning of the university city brand influences the choice of a university center Specific1) Build an empirical model based on a review of the literature that allows exploring whether the positioning of the university city brand influences the choice of a university center2) To determine which cities in Colombia are perceived as university cities and to examine whether this perception influences the choice of university centers in these cities by young applicants.

- 1 ISI WOS or Scopus article, accepted.- 1 Undergraduate marketing student as research assistant.- 1 Presentation at a national or international event