Digital Marketing and Positioning of University Careers: An Analysis from Ecuadorian Institutions
DOI:
https://doi.org/10.47187/mktdescubre.25.39Keywords:
Content marketing, educational marketing, student perception, institutional positioningAbstract
The research analyzed the influence of content marketing plans, academic promotion strategies, and vocational perception of marketing on the prestige of an academic program. Its objective was to determine how these strategies impacted institutional positioning and the professional perception of the degree. A quantitative approach was adopted based on structural equation modeling (SEM), using surveys applied to marketing students to assess the relationship among the studied variables. The findings indicated that online content promotion and creative strategies favored positioning, projecting a strengthened professional image. However, pedagogical outreach initiatives generated interest without significantly influencing brand perception. It was evidenced that a consolidated reputation and alignment with labor market trends reinforced the program's positive perception. These results highlighted the importance of integrating content marketing strategies with innovative actions to maintain academic competitiveness. The study suggested that current strategies still require greater complementarity with emerging educational approaches. In conclusion, the research contributed to the educational marketing literature by providing a detailed analysis of how specific strategies can strengthen the positioning of higher education programs, emphasizing the need for comprehensive approaches to improve the perception and appeal of the degree in a highly competitive environment.References
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Copyright (c) 2025 Génesis Dayana Luzuriaga Jiménez, Allison Nicole Solano Vivanco, Stalin Rafael Ramon Herrera, Martha Jaroslava Guerrero Carrasco, Carlos Bolívar Sarmiento Chugcho
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