Influencia del marketing en la toma de decisiones en las instituciones de educacion superior (IES)

Abstract

Marketing plays a key role in how colleges present themselves, attract students, build relationships with parents, and improve academic rankings; That is why the current importance of Millennial customers/students, who now represent the majority of the population, is equally marked by technology. an important milestone in their lives, defining new forms of work, social and educational interaction. Therefore, the most appropriate way to retain them is to develop a lasting, committed and ongoing relationship. Marketing for higher education institutions includes a variety of strategies and tools whose primary goal is to influence students' and parents' decisions about choosing a college. One of those strategies is emotional marketing, which is based on creating emotional experiences and connections with students and parents. Through moving messages and advertising campaigns that highlight the values and identity of the university, we seek to generate an emotional bond with future students. Likewise, relational emotional marketing also plays an important role in HEIs. This strategy focuses on building and maintaining strong relationships with students and higher education institutions. Keywords: Marketing, Decision making, University, Education, Brand experience, Advertising, Consumer, Expertice, Formal education, Selection