En este documento se puede evidenciar el impacto econ?mico negativo que ha tenido la Fundaci?n de Educaci?n Superior Nueva Am?rica durante los ?ltimos a?os, debido a que la capacidad instalada (aulas de clase) no es utilizada en su totalidad y los hist?ricos de matr?culas no son nada alentadores, a ra?z de la disminuci?n de estudiantes nuevos matriculados en la instituci?n. Es por esto que se dise?a un plan estrat?gico en el ?rea comercial y de mercadeo, que permita incrementar el n?mero de matr?culas de estudiantes nuevos para los programas t?cnicos profesionales de modalidad presencial en la Instituci?n de Educaci?n Superior, a fin de fortalecer las estrategias de los procesos comerciales y de mercadeo, por medio de la elaboraci?n e implementaci?n de actividades que permitan aumentar la captaci?n de nuevos clientes potenciales, para as? mitigar la problem?tica presentada, ya que los estudiantes son la raz?n de ser de la actividad econ?mica de la instituci?n. Por ende, se sugiere realizar y fortalecer convenios y alianzas directas con colegios privados y p?blicos a nivel distrital, con el fin de aumentar la captaci?n de posibles estudiantes con formaci?n b?sica secundaria y media que desean continuar con su formaci?n acad?mica.This document can show the negative economic impact that the Fundaci?n de Educaci?n Superior Nueva Am?rica has had during the last years, because the installed capacity (classrooms) is not used in its entirety and the enrollment records are nothing encouraging, as a result of the decrease of new students enrolled in the institution. That is why a strategic plan is designed in the commercial and marketing area, which allows to increase the number of new student enrollments for the professional technical programs of face-to-face modality in the Institution of Higher Education, in order to strengthen the strategies of the commercial and marketing processes, through the elaboration and implementation of activities that allow increasing the recruitment of new potential clients, in order to mitigate the problems presented, since students are the raison d'etre of the economic activity of the institution. Therefore, it is suggested to carry out and strengthen agreements and direct alliances with private and public schools at the district level, in order to increase the recruitment of possible students with secondary and secondary basic education who wish to continue with their academic training