Marketing actions that contribute to the brand positioning of private universities in Puebla

Marketing actions that contribute to the brand positioning of private universities in Puebla

Choosing a university degree in Mexico is an important decision, especially if, upon completing high school, you wish to enter a Higher Education Institution. Indeed, private universities have assumed the responsibility of being competitive by offering professional training that allows effective job...

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Main Authors: Guerra Peralta, Alfonso Oswaldo, Müller Pérez, Jessica
Format: Online
Language:spa
Published: ACACIA A.C. 2024
Online Access:https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/392
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spelling oai:ojs.pkp.sfu.ca:article-3922024-07-15T17:23:47Z Marketing actions that contribute to the brand positioning of private universities in Puebla Acciones de marketing que contribuyen al posicionamiento de marca de las universidades privadas en Puebla Guerra Peralta, Alfonso Oswaldo Müller Pérez, Jessica Marketing educativo comunicación digital posicionamiento desarrollo comercial Educational marketing digital communication positioning business development Choosing a university degree in Mexico is an important decision, especially if, upon completing high school, you wish to enter a Higher Education Institution. Indeed, private universities have assumed the responsibility of being competitive by offering professional training that allows effective job placement. That is why the present study was carried out in the City of Puebla Mexico, since it is one of the entities with the largest number of universities. A qualitative research was carried out, supported by an exploratory methodology, content analysis and digital positioning, including a search in different academic databases such as Scopus, Ebsco, Web of Science, among others. Among the results, it stands out that there are activities that favor brand positioning in private universities in Puebla through educational marketing; likewise, it was found that the actions that the different private higher education institutions have are numerous and seek to capture the attention of applicants and, finally, it was determined which of these actions represented favorable results in terms of improving perception and achieve improvement in their enrollment in an institution. La elección de una carrera universitaria en México es una decisión importante sobre todo si al concluir los estudios de bachillerato se desea ingresar a una Institución de Educación Superior. En efecto, las universidades privadas han asumido la responsabilidad de ser competitivas al ofrecer una formación profesional que permita una inserción laboral efectiva. Es por ello que, el presente estudio se realizó en la Ciudad de Puebla México, ya que es una de las entidades con un mayor número de universidades. Se realizó una investigación de tipo cualitativa, sustentada bajo una metodología exploratoria, el análisis de contenido y posicionamiento digital incluyendo una búsqueda en diferentes bases de datos académicas tales como Scopus, Ebsco, Web of Science, entre otros. Entre los resultados se destaca que existen actividades que favorecen el posicionamiento de marca en universidades privadas de Puebla a través del marketing educativo; asimismo, se encontró que las acciones que tienen las diferentes instituciones de educación superior de carácter privado en son numerosas y buscan captar la atención de los aspirantes y, finalmente, se determinó cuáles de esas acciones representaron resultados favorables en cuestión de mejoramiento de la percepción y alcance la mejora en la inscripción del mismo en una institución. ACACIA A.C. 2024-07-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares text/html application/pdf https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/392 10.46443/catyp.v20i2.392 Ciencias Administrativas. Teoría y Praxis; Vol. 20 No. 2 (2024): JULIO - DICIEMBRE; 139 - 152 Ciencias Administrativas. Teoría y Praxis; Vol. 20 Núm. 2 (2024): JULIO - DICIEMBRE; 139 - 152 2683-1465 2683-1457 spa https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/392/499 https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/392/500 http://creativecommons.org/licenses/by-nc-nd/4.0
institution CIENCIAS ADMINISTRATIVAS
collection OJS
language spa
format Online
author Guerra Peralta, Alfonso Oswaldo
Müller Pérez, Jessica
spellingShingle Guerra Peralta, Alfonso Oswaldo
Müller Pérez, Jessica
Marketing actions that contribute to the brand positioning of private universities in Puebla
author_facet Guerra Peralta, Alfonso Oswaldo
Müller Pérez, Jessica
author_sort Guerra Peralta, Alfonso Oswaldo
title Marketing actions that contribute to the brand positioning of private universities in Puebla
title_short Marketing actions that contribute to the brand positioning of private universities in Puebla
title_full Marketing actions that contribute to the brand positioning of private universities in Puebla
title_fullStr Marketing actions that contribute to the brand positioning of private universities in Puebla
title_full_unstemmed Marketing actions that contribute to the brand positioning of private universities in Puebla
title_sort marketing actions that contribute to the brand positioning of private universities in puebla
description Choosing a university degree in Mexico is an important decision, especially if, upon completing high school, you wish to enter a Higher Education Institution. Indeed, private universities have assumed the responsibility of being competitive by offering professional training that allows effective job placement. That is why the present study was carried out in the City of Puebla Mexico, since it is one of the entities with the largest number of universities. A qualitative research was carried out, supported by an exploratory methodology, content analysis and digital positioning, including a search in different academic databases such as Scopus, Ebsco, Web of Science, among others. Among the results, it stands out that there are activities that favor brand positioning in private universities in Puebla through educational marketing; likewise, it was found that the actions that the different private higher education institutions have are numerous and seek to capture the attention of applicants and, finally, it was determined which of these actions represented favorable results in terms of improving perception and achieve improvement in their enrollment in an institution.
publisher ACACIA A.C.
publishDate 2024
url https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/392
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