Bibliographic Details
| Title: |
Marketing digital en la educación superior: potenciando el servicio educativo hacia un aprendizaje innovador. |
| Alternate Title: |
Digital Marketing in Higher Education: Enhancing Educational Services Toward Innovative Learning. |
| Authors: |
Limas-Suárez, Sonia-Janneth1 sonia.limas@uptc.edu.co, Limas-Suárez, Helver-Alexander1 helver.limas@uptc.edu.co, Sánchez-Cuevas, Derly-Sirley1 derly.sanchez02@uptc.edu.co |
| Source: |
Comunicar. ene2026, Vol. 34 Issue 84, p128-144. 17p. |
| Subject Terms: |
*Higher education, *Educational technology, *Outcome-based education, *Education & training services industry, *Student engagement, Digital technology, Internet marketing |
| Abstract (English): |
The digital revolution has driven significant technological advances that have profoundly transformed the educational environment, particularly in the field of marketing applied to higher education. In this context, digital marketing has emerged as a strategic ally to enhance educational services and promote innovative learning, which motivated the present study. The objective is to analyze the use of digital marketing in higher education as a strategy to strengthen educational services as a valuable product, and based on this analysis, propose actions to improve quality and the learning experience through digital tools. The method used was descriptive, empirical, and quantitative. The primary source consisted of surveys administered to 478 students from the Faculty of Distance Studies at the Pedagogical and Technological University of Colombia (UPTC). The analysis shows that digital marketing positions itself as a strategic and innovative ally through the use of digital tools that support and enrich the learning process, being positively valued by students. As a result, although these tools are available and widely used, their integration as an academic policy in universities remains limited. Therefore, actions are recommended to promote a stronger culture of academic use, contributing to the optimization of educational services as a valuable product. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): |
La revolución digital ha impulsado importantes avances tecnológicos que han transformado significativamente el entorno educativo, especialmente en el ámbito del marketing aplicado a la educación superior. En este contexto, el marketing digital se consolida como un aliado estratégico para potenciar el servicio educativo y promover un aprendizaje innovador, lo que motivó el presente estudio. El objetivo es analizar el uso del marketing digital en la educación superior como estrategia para fortalecer el servicio educativo como un producto de valor, y a partir de este análisis, proponer acciones que mejoren la calidad y la experiencia formativa mediante herramientas digitales. El método utilizado fue descriptivo, empírico y cuantitativo. La fuente primaria consistió en encuestas aplicadas a 478 estudiantes de la Facultad de Estudios a Distancia de la Universidad Pedagógica y Tecnológica de Colombia (UPTC). El análisis muestra que el marketing digital se posiciona como un aliado estratégico e innovador, mediante el uso de herramientas digitales que apoyan y enriquecer el proceso de aprendizaje, siendo valoradas positivamente por los estudiantes. Como resultado, aunque dichas herramientas están disponibles y son utilizadas de forma generalizada, su integración como política académica en las universidades es aún limitada. Por ello, se recomiendan acciones para promover una cultura de mayor uso académico, contribuyendo a la optimización del servicio educativo como producto de valor. [ABSTRACT FROM AUTHOR] |
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| Database: |
Education Research Complete |
