Carlos Llorente, Marketing Director of the Liceo Sorolla School, reflects on the evolution of this educational institution located in Pozuelo de Alarcón. His grandfather, Ángel Llorente, founded the school more than 50 years ago, based on a differentiating educational proposal. Currently, the school is run by César

Llorente, Carlos’ father. His main objective is to design strategies that allow them to position themselves in the market.

In his reflections, Carlos identifies the school’s efforts and progress both in its professionalization process and in the evolution of the marketing department.

Precisely, with the creation of this department, it has been possible to solve one of the main problems that has occurred globally: the downward trend in the

number of students in public schools in the Community of Madrid in recent years.

Carlos knows that the days when the school had long waiting lists are but a memory. Today, market conditions, pupil profiles, needs and parents’ expectations

have changed. Moreover, educational innovation is present in all the strategic plans of schools... Today, innovation is more complex and difficult. What are the

next steps for Liceo Sorolla?