This document brings together the results of research conducted on consumer preferences and market conditions in the higher education sector in Bogota, while evaluating the position of Ean University's products and services with respect to that study. The research is based on the challenges in terms of enrollment rates of private sector universities in the local market, trying to identify the causes of this situation, to offer an alternative solution, led by a strategic marketing proposal for Ean University , deployed through a detailed implementation plan. As methodological strategies, a series of theoretical references is addressed, as well as official databases, on the rates of enrollment in the city, in conjunction with different demographic variables. In addition, a survey applied to a sample of students within Ean University is used to inquire about their consumer preferences in higher education, as well as their perception of the training process that they are currently developing at the University. Regarding the analysis of the Ean against these consumption trends and conditions, different factor analysis instruments are used, both internal (internal factors evaluation matrix) and external (Pestel analysis) to find gaps or particular requirements that could be corrected through the implementation of improvement proposals from the perspective of strategic marketing. Finally, from the research findings and with the approach obtained from the proposals and the implementation plan, a series of recommendations are presented aimed at strengthening the investigative process in this area, to invite future professionals to put their competence at the service of the University, in more ambitious projects, aimed at obtaining more extensive information, to strengthen the University not only in the local market, but also in the face of competitors in Colombia and the world.