IMPORTANCE OF STRATEGIC PLANNING IN HIGHER EDUCATION INSTITUTIONS

Strategic planning is a fundamental process in the development of higher education institutions, since it allows the institution to identify its strengths, weaknesses and other situations in order to develop strategies that promote continuous improvement. This study proposes strategic planning in universities to achieve successful institutional development. A non -experimental research methodology was used, with a mixed approach and quantitative analysis. The results indicate that the active participation of the university community in the processes of institutional management, development, growth, planning, execution, evaluation and rectification of university processes is essential to carry out effective strategic planning that promotes institutional development. In conclusion, the groups surveyed showed a positive perception of continuous improvement in the Universities of Cuenca, which supports the theory that the implementation of effective strategic planning leads to successful institutional development. These results are encouraging, as they demonstrate the universities' commitment to constant growth and academic excellence.