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Marketing automation in higher education: Analysis of digital strategies from UTPL and Universidad Casa Grande.

Abstract:

In this project, the digital strategies applied for the recruitment and prospecting of new students were analyzed. Analysis of cases at the Universidad Técnica Particular de Loja and Universidad Casa Grande, in the period October 2019 to February 2020, where the types of digital marketing, actions and automated systems that were used in communication campaigns were known. The research had an exploratory scope focus on qualitatively and quantitatively. The results obtained show that the two universities automated their marketing strategies using HubSpot software, thus becoming inbound companies.