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Digital marketing: user orientation in the universities of Barranquilla

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dc.contributor.authorChumaceiro Hernández, Ana Cecilia
dc.contributor.authorNavarrete Santiago, Lina Teresa
dc.contributor.authorAcurero Luzardo, Marilu Tibisay
dc.contributor.authorOrdoñez López, Ronald
dc.contributor.authorPérez Prieto, María Elena
dc.contributor.researchgroupEstudios Socioeconómicos, Administrativos y Contables
dc.date.accessioned2025-08-25T15:44:26Z
dc.date.issued2024
dc.description.abstractHigher 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 universitieseng
dc.description.methodsPerspectiva económica, política y sociocultural de desarrollo sostenible del sector turístico
dc.description.researchareaDesarrollo regional y gestión de la política pública en el marco de una cultura de paz y en tiempo de transformación.
dc.description.researchareaEconomía Informal y Pobreza
dc.description.researchareaGestión de la productividad y el emprendimiento para la competitividad
dc.description.researchareaHistoria empresarial y gestión educativa en las ciencias económicas y administrativas
dc.description.researchareaSistema de Información en el Campo de las Ciencias Económicas
dc.format.extent7 páginas
dc.format.mimetypeapplication/pdf
dc.identifier.eissn1877-0509
dc.identifier.urihttps://repositorio.cecar.edu.co/handle/cecar/10721
dc.language.isoeng
dc.publisher.placeColombia
dc.relation.citationendpage507
dc.relation.citationstartpage501
dc.relation.citationvolumeVolumen 241
dc.relation.ispartofjournalProcedia Computer Science
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dc.relation.referencesCudriz, E. C. N., & Corrales, J. D. M. (2020). El marketing digital como un elemento de apoyo estratégico a las organizaciones. Cuadernos Latinoamericanos de Administración, 16 (30), 1-14. https://doi.org/10.18270/cuaderlam.v16i30.2915
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dc.rightsDerechos Reservados. Corporación Universitaria del Caribe – CECARspa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2
dc.rights.licenseAtribución-NoComercial 4.0 Internacional (CC BY-NC 4.0)
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.sourceDOI:10.1016/j.procs.2024.08.071
dc.subject.proposalInformation and Communication Technologies - ICTseng
dc.subject.proposalHigher Education Institutions - HEIseng
dc.subject.proposalNeeds detection and satisfactioneng
dc.titleDigital marketing: user orientation in the universities of Barranquillaeng
dc.typeArtículo de revista
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.type.coarversionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.contentText
dc.type.driverinfo:eu-repo/semantics/article
dc.type.redcolhttp://purl.org/redcol/resource_type/ART
dc.type.versioninfo:eu-repo/semantics/publishedVersion
dspace.entity.typePublication
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relation.isAuthorOfPublication.latestForDiscoverye974afb2-5e78-4c2d-bd9f-742db36d0ae1

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