Análisis de la implementación del marketing digital y el impacto en el posicionamiento de instituciones de educación superior en la ciudad de Quito

Abstract

This research analyzes the implementation of digital marketing and its impact on the positioning of higher education institutions in the city of Quito, Ecuador. A mixed methodology was used, combining qualitative and quantitative approaches, to learn about the positioning of universities, high school students from several educational institutions were surveyed. The digital marketing strategies evaluated include web presence, SEO and SEM, email marketing, instant messaging, social media marketing, content marketing and influencer marketing. The results show that Universidad Central del Ecuador is the most recognized among students, with TikTok, Facebook and Instagram as the most used platforms to view university advertisements. The research concludes that effective digital marketing management can significantly improve the positioning of universities. It also highlights the importance of aligning university values with student preferences to attract and retain students. This study provides a comprehensive view of how digital marketing can be a key tool for educational institutions in a competitive environment.