La automatización del marketing en la educación superior: Análisis de estrategias digitales de UTPL y Universidad Casa Grande

Fanny Y. Paladines-Galarza; Cristhian H. Aguirre-Guamán; Andrea V. Velásquez-Benavides

La automatización del marketing en la educación superior: Análisis de estrategias digitales de UTPL y Universidad Casa Grande

Fanny Y. Paladines-Galarza
, Cristhian H. Aguirre-Guamán
, Andrea V. Velásquez-Benavides

Producción científica: Revista › Artículo › revisión exhaustiva

Resumen

In this project, the digital strategies applied for the recruitment and prospecting of new students were analyzed. Analysis of cases at the Universidad Técnica Particular de Loja and Universidad Casa Grande, in the period October 2019 to February 2020, where the types of digital marketing, actions and automated systems that were used in communication campaigns were known. The research had an exploratory scope focus on qualitatively and quantitatively. The results obtained show that the two universities automated their marketing strategies using HubSpot software, thus becoming inbound companies.

Título traducido de la contribución	Marketing automation in higher education: Analysis of digital strategies from UTPL and Universidad Casa Grande.
Idioma original	Español
Páginas (desde-hasta)	111-124
Número de páginas	14
Publicación	RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
Volumen	2021
N.º	E46
Estado	Publicada - 2021
Publicado de forma externa	Sí

Nota bibliográfica

Publisher Copyright:
© 2021, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved.

Palabras clave

Digital user
Inbound
digital marketing
university brands

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Enlace a la publicación en Scopus

Citar esto

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title = "La automatizaci{\'o}n del marketing en la educaci{\'o}n superior: An{\'a}lisis de estrategias digitales de UTPL y Universidad Casa Grande",

abstract = "In this project, the digital strategies applied for the recruitment and prospecting of new students were analyzed. Analysis of cases at the Universidad T{\'e}cnica Particular de Loja and Universidad Casa Grande, in the period October 2019 to February 2020, where the types of digital marketing, actions and automated systems that were used in communication campaigns were known. The research had an exploratory scope focus on qualitatively and quantitatively. The results obtained show that the two universities automated their marketing strategies using HubSpot software, thus becoming inbound companies.",

keywords = "Digital user, Inbound, digital marketing, university brands",

author = "Paladines-Galarza, \{Fanny Y.\} and Aguirre-Guam{\'a}n, \{Cristhian H.\} and Vel{\'a}squez-Benavides, \{Andrea V.\}",

year = "2021",

language = "Espa{\~n}ol",

volume = "2021",

pages = "111--124",

journal = "RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao",

issn = "1646-9895",

publisher = "Associacao Iberica de Sistemas e Tecnologias de Informacao (AISTI)",

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La automatización del marketing en la educación superior: Análisis de estrategias digitales de UTPL y Universidad Casa Grande. / Paladines-Galarza, Fanny Y.; Aguirre-Guamán, Cristhian H.; Velásquez-Benavides, Andrea V.
En: RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao, Vol. 2021, N.º E46, 2021, p. 111-124.

Producción científica: Revista › Artículo › revisión exhaustiva

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AU - Aguirre-Guamán, Cristhian H.

AU - Velásquez-Benavides, Andrea V.

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N2 - In this project, the digital strategies applied for the recruitment and prospecting of new students were analyzed. Analysis of cases at the Universidad Técnica Particular de Loja and Universidad Casa Grande, in the period October 2019 to February 2020, where the types of digital marketing, actions and automated systems that were used in communication campaigns were known. The research had an exploratory scope focus on qualitatively and quantitatively. The results obtained show that the two universities automated their marketing strategies using HubSpot software, thus becoming inbound companies.

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KW - digital marketing

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