Propuesta de estrategias de marketing digital aplicadas a Instituciones de Educación Superior de la ciudad de Guayaquil.

Abstract

Digital marketing in Higher Education Institutions is of great importance to promote their programs and services effectively. Therefore, the general objective of this research work is to develop a proposal for improving the management of digital marketing strategies in Higher Education Institutions. The methodology used in the present study focused on a non-experimental field design, with a descriptive scope, with a mixed approach, which allowed obtaining numerical data that were subsequently analyzed through comments. The population was made up of students from higher education institutions, among these were the UEES, ECOTEC, ESPOL and Tecnológico Universitario Argos, the sample was made up of 382 students to whom the survey technique was applied, which had a total of twelve questions with multiple response options, these results were complemented with interviews carried out with officials from the UEES, ESPOL and the Argos University Technological Institute. The results obtained demonstrated that, currently, social networks are the most used tool to promote the services offered by these institutions, however, email is also very useful when communicating activities or programs carried out by the HEIs to students.