The influence of digital marketing on the student recruitment process in the private higher education sector in Perú

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The general objective of this research was to analyze the influence of Digital Marketing on the student recruitment process in the Private Higher Education Sector in Peru. To do this, the current context of the Higher Education Sector in Peru is described, and the dimensions of digital marketing are...

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Detalles Bibliográficos
Autores: Mini Cuadros, Diego Alonso, Sotomayor Vidal, Andres
Formato: tesis de grado
Fecha de Publicación:2023
Institución:Universidad de Lima
Repositorio:ULIMA-Institucional
Lenguaje:inglés
OAI Identifier:oai:repositorio.ulima.edu.pe:20.500.12724/20268
Enlace del recurso:https://hdl.handle.net/20.500.12724/20268
Nivel de acceso:acceso abierto
Materia:Marketing en Internet
Estudiantes
Universidades privadas
Educación superior
Internet marketing
Students
Private universities and colleges
Higher education
https://purl.org/pe-repo/ocde/ford#2.11.04
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dc.title.es_PE.fl_str_mv The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
title The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
spellingShingle The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
Mini Cuadros, Diego Alonso
Marketing en Internet
Estudiantes
Universidades privadas
Educación superior
Internet marketing
Students
Private universities and colleges
Higher education
https://purl.org/pe-repo/ocde/ford#2.11.04
title_short The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
title_full The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
title_fullStr The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
title_full_unstemmed The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
title_sort The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
author Mini Cuadros, Diego Alonso
author_facet Mini Cuadros, Diego Alonso
Sotomayor Vidal, Andres
author_role author
author2 Sotomayor Vidal, Andres
author2_role author
dc.contributor.advisor.fl_str_mv Quiroz Flores, Juan Carlos
dc.contributor.author.fl_str_mv Mini Cuadros, Diego Alonso
Sotomayor Vidal, Andres
dc.subject.es_PE.fl_str_mv Marketing en Internet
Estudiantes
Universidades privadas
Educación superior
topic Marketing en Internet
Estudiantes
Universidades privadas
Educación superior
Internet marketing
Students
Private universities and colleges
Higher education
https://purl.org/pe-repo/ocde/ford#2.11.04
dc.subject.en_EN.fl_str_mv Internet marketing
Students
Private universities and colleges
Higher education
dc.subject.ocde.none.fl_str_mv https://purl.org/pe-repo/ocde/ford#2.11.04
description The general objective of this research was to analyze the influence of Digital Marketing on the student recruitment process in the Private Higher Education Sector in Peru. To do this, the current context of the Higher Education Sector in Peru is described, and the dimensions of digital marketing are explored. The methodology used is mixed since interviews with digital marketing managers from Peruvian universities with a business focus were conducted, and 380 surveys aimed at students from the same universities were conducted as a sample. Furthermore, the data collected through surveys were reviewed, processed, and analyzed using SPSS statistical software. Finally, based on quantitative and qualitative research, it was observed that there is a positive correlation between the student recruitment process in the Private Higher Education Sector in Peru and the application of digital marketing tools, as supported by numerical evidence.
publishDate 2023
dc.date.accessioned.none.fl_str_mv 2024-04-22T17:14:58Z
dc.date.available.none.fl_str_mv 2024-04-22T17:14:58Z
dc.date.issued.fl_str_mv 2023
dc.type.none.fl_str_mv info:eu-repo/semantics/bachelorThesis
dc.type.other.none.fl_str_mv Tesis
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dc.identifier.citation.es_PE.fl_str_mv Mini Cuadros, D. A. & Sotomayor Vidal, A. (2023). The influence of digital marketing on the student recruitment process in the private higher education sector in Perú [Tesis para optar el Título Profesional de Ingeniero Industrial, Universidad de Lima]. Repositorio Institucional de la Universidad de Lima. https://hdl.handle.net/20.500.12724/20268
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identifier_str_mv Mini Cuadros, D. A. & Sotomayor Vidal, A. (2023). The influence of digital marketing on the student recruitment process in the private higher education sector in Perú [Tesis para optar el Título Profesional de Ingeniero Industrial, Universidad de Lima]. Repositorio Institucional de la Universidad de Lima. https://hdl.handle.net/20.500.12724/20268
121541816
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dc.language.iso.none.fl_str_mv eng
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dc.publisher.none.fl_str_mv Universidad de Lima
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publisher.none.fl_str_mv Universidad de Lima
dc.source.none.fl_str_mv Repositorio Institucional - Ulima
Universidad de Lima
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instname_str Universidad de Lima
instacron_str ULIMA
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spelling Quiroz Flores, Juan CarlosMini Cuadros, Diego AlonsoSotomayor Vidal, Andres2024-04-22T17:14:58Z2024-04-22T17:14:58Z2023Mini Cuadros, D. A. & Sotomayor Vidal, A. (2023). The influence of digital marketing on the student recruitment process in the private higher education sector in Perú [Tesis para optar el Título Profesional de Ingeniero Industrial, Universidad de Lima]. Repositorio Institucional de la Universidad de Lima. https://hdl.handle.net/20.500.12724/20268https://hdl.handle.net/20.500.12724/20268121541816The general objective of this research was to analyze the influence of Digital Marketing on the student recruitment process in the Private Higher Education Sector in Peru. To do this, the current context of the Higher Education Sector in Peru is described, and the dimensions of digital marketing are explored. The methodology used is mixed since interviews with digital marketing managers from Peruvian universities with a business focus were conducted, and 380 surveys aimed at students from the same universities were conducted as a sample. Furthermore, the data collected through surveys were reviewed, processed, and analyzed using SPSS statistical software. Finally, based on quantitative and qualitative research, it was observed that there is a positive correlation between the student recruitment process in the Private Higher Education Sector in Peru and the application of digital marketing tools, as supported by numerical evidence.El objetivo general de esta investigación fue analizar la influencia del Marketing Digital en el proceso de captación de estudiantes en el sector de Educación Superior Privada en el Perú. Para ello, se describe el contexto actual del sector de Educación Superior en el Perú y se exploran las dimensiones del marketing digital. La metodología utilizada es mixta, ya que se realizaron entrevistas a gerentes de marketing digital de universidades peruanas con enfoque empresarial y como muestra se realizaron 380 encuestas dirigidas a estudiantes de las mismas universidades. Los datos recolectados a través de encuestas fueron revisados, procesados y analizados utilizando el software estadístico Minitab. Finalmente, con base en la investigación cuantitativa y cualitativa, se observó que existe una correlación positiva entre el proceso de captación de estudiantes en el Sector de Educación Superior Privada en el Perú y la aplicación de herramientas de marketing digital, tal como lo sustenta la evidencia numéricaapplication/pdfengUniversidad de LimaPEinfo:eu-repo/semantics/openAccesshttps://creativecommons.org/licenses/by-nc-sa/4.0/Repositorio Institucional - UlimaUniversidad de Limareponame:ULIMA-Institucionalinstname:Universidad de Limainstacron:ULIMAMarketing en InternetEstudiantesUniversidades privadasEducación superiorInternet marketingStudentsPrivate universities and collegesHigher educationhttps://purl.org/pe-repo/ocde/ford#2.11.04The influence of digital marketing on the student recruitment process in the private higher education sector in Perúinfo:eu-repo/semantics/bachelorThesisTesisSUNEDUTítulo ProfesionalIngeniería IndustrialUniversidad de Lima. 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The influence of digital marketing on the student recruitment process in the private higher education sector in Perú
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