The goal of the present article is to analyze the value perceived by the strategic allies of the Corporación Universitaria Rafael Núñez in front of the results obtained in the development of the agreements in order to create marketing strategies aimed to strengthen existing relations and the creation of future alliances, by observing the perceived value of the entities as far as development of the alliance and the mutual benefits achieved by the word done, as well as with the consequences that the relations with the external sector creates in the corporation in a short, medium and long term goal, which allows the development of a marketing plan for the strengthening of the relations with the external sector.