La experiencia del prospecto y nuevo alumno que accede a un servicio de educación superior. Análisis de casos: Universidad Técnica Particular de Loja y Universidad Casa Grande; en el periodo de reclutamiento de nuevos alumnos para el semestre octubre 2019 - febrero 2020

Abstract

Abstract: Delighting the digital user is a new trend to establish long-term relationships with the target. In this research project, the experience of the prospect and new student was analyzed in the process of acquiring education services at the Particular Technical University of Loja and Casa Grande University, where some strategies, types of digital marketing and automated systems that used in campaigns to attract new students; For this, an exploratory research process was applied both in the marketing specialists of the two institutions, as well as the content that they disseminate on the social networks of Facebook and Instagram when activating recruitment and prospecting campaigns. The results obtained show that the two universities have automated their marketing strategies through HubSpot software, to become inbound companies and achieve a high impact user experience, however, through KPI's performance indicators obtained from (Fan Page Karma) detected some novelties related to the interactivity of users with the brand.