Publicación:

Digital marketing: user orientation in the universities of Barranquilla

Resumen en inglés

Higher education institutions - HEIs are organizations immersed in a significant competitive world. To stand out from the rest, they can rely on the tools offered by digital marketing to identify and meet the student population's needs. This research reflected how HEIs remain relevant in the market by implementing digital marketing strategies. Furthermore, what is the perception of customers and employees regarding the implementation of user-oriented digital marketing strategies? The mixed paradigm, through the focus group and group surveys, supported the method, allowing the identification of critical points of improvement for the universities studied. It highlights the similarities in the perception of both groups regarding the permanent and updated information offered by the universities to the students and the development of curricular content adapted to the professional competencies offered in each academic program. It is concluded that to guarantee the right to education; digital marketing represents an invaluable tool to maintain competitiveness, which responds to the functional activities of universities