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

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.

Name thesis:degree_name

Ingeniero Industrial

Level thesis:degree_level

Título Profesional

Discipline thesis:degree_discipline

Ingeniería Industrial

Grantor dc:publisher

Universidad de Lima

Year dc:date.issued

2023

Authors dc:creator

• Mini Cuadros, Diego Alonso
• Sotomayor Vidal, Andres

Advisor dc:contributor.advisor

• Quiroz Flores, Juan Carlos

• Marketing en Internet
• Estudiantes
• Universidades privadas
• Educación superior
• Internet marketing
• Students
• Private universities and colleges
• Higher education

Statement dc:rights

• info:eu-repo/semantics/openAccess

Licence dc:rights.uri

• https://creativecommons.org/licenses/by-nc-sa/4.0/

Language dc:language.iso

eng

Handle dc:identifier.uri

https://hdl.handle.net/20.500.12724/20268

OAI identifier oai:identifier

oai:repositorio.ulima.edu.pe:20.500.12724/20268