El marketing digital como instrumento de entrega de valor al cliente de las instituciones de educación superior: caso Universidad Tecnológica Equinoccial Sede Santo Domingo, 2016.

Abstract

The research presented the impact of the digital media of institutions of higher education Case Universidad Tecnológica Equinoccial headquarters Santo Domingo in the perception of value, in order to Apply inbound marketing methodology to attract and retain customer; The problem was framed under Concepts of service marketing and developed a mixed quantitative and qualitative methodology Where, a survey was applied to 220 internal and external clients in the academic period April August Of 2016, as well as an audit of the digital media of communication (SEO). The Results showed an overall mean of 2.82 on an ordinal Likert scale, indicating that the Services and digital media are deficient; However, it was observed that Teachers with an average of 3.05, are those who manage the services and communication for Establish relationships between the segments, capturing and issuing information. It was concluded with the Development of inbound marketing strategies, setting balances of performance (KPI), to Attract web traffic, content to capture users and automating marketing to establish Relationships with customers. It is recommended to extend applicability in the academic, business, Political, social and cultural, together with neuromarketing.