Impact of Marketing Strategies on Strengthening the Image of Public Universities in Ecuador
Incidencia de las estrategias de marketing en el fortalecimiento de la imagen de las universidades públicas en el Ecuador
DOI:
https://doi.org/10.56712/latam.v5i5.2829Palabras clave:
marketing strategies, institutional image, neuromarketing, digital transformation, artificial intelligenceResumen
This article analyzes how marketing strategies impact the strengthening of public universities' images in Ecuador. In a systematic literature review, it shows that the main problems affecting institutional reputation are found in the lack of qualified personnel in their communication departments, as well as administrative management deficiencies. Then, it introduces some of the emerging relational tools, like artificial intelligence and neuromarketing, whose effectiveness has been already tested with a view to improving institutional perception. The competitiveness theory will provide insights for understanding how universities can acquire differential advantages within an increasingly globalized and competitive market for educational services. It follows that effective marketing strategies, digital marketing, and personalized contents help in increasing visibility, thereby attracting more students and enabling international collaborations. The article concluded that what public universities need to do is integrate such strategies coherently with their institutional objectives for effective positioning and improved public perception.
Descargas
Citas
Agag, G., Shehawy, Y., Almoraish, A., Eid, R., Lababdi, H., Labben, T., & Abdo,, S. (2024). Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective. Journal of Retailing and Consumer Services, 77. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103663. DOI: https://doi.org/10.1016/j.jretconser.2023.103663
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8). https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.020 DOI: https://doi.org/10.1016/j.jbusres.2016.01.020
Duque , E., & Carvajal , L. (2015). Organizational identity and its influence on image: A theoretical reflection. Suma de Negocios, 6(13). https://doi.org/https://doi.org/10.1016/j.sumneg.2015.08.011 DOI: https://doi.org/10.1016/j.sumneg.2015.08.011
Filip, A. (2012). Marketing Theory Applicability in Higher Education. Procedia - Social and Behavioral Sciences, 46, 912-916. https://doi.org/https://doi.org/10.1016/j.sbspro.2012.05.223 DOI: https://doi.org/10.1016/j.sbspro.2012.05.223
Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press.
Rauschnabel , P., Krey, N., Babin, B., & Ivens, B. (2016). Brand management in higher education: The University Brand Personality Scale. Journal of Business Research, 69(8). https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.023 DOI: https://doi.org/10.1016/j.jbusres.2016.01.023
Sebastian, V. (2014). Neuromarketing and Evaluation of Cognitive and Emotional Responses of Consumers to Marketing Stimuli. Procedia - Social and Behavioral Sciences, 127. https://doi.org/https://doi.org/10.1016/j.sbspro.2014.03.349 DOI: https://doi.org/10.1016/j.sbspro.2014.03.349
Theoharakis, V., Zheng, Y., & Zhang, L. (2024). Dynamic strategic marketing planning: The paradox of concurrently reconfiguring and implementing strategic marketing planning. Journal of Business Research, 174. https://doi.org/https://doi.org/10.1016/j.jbusres.2024.114525 DOI: https://doi.org/10.1016/j.jbusres.2024.114525
