Bibliographic citations
Sota, A., Chaviguri, F. (2023). Importancia de la comunicación integrada en el marketing educativo de una institución educativa privada [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670480
Sota, A., Chaviguri, F. Importancia de la comunicación integrada en el marketing educativo de una institución educativa privada [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670480
@misc{renati/410297,
title = "Importancia de la comunicación integrada en el marketing educativo de una institución educativa privada",
author = "Chaviguri Castro, Fiorela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The present research work entitled Importance of integrated communication in educational marketing of a private educational institution aims to determine the importance of educational marketing using integrated communication strategies in a private educational institution. It was determined that this research is considered a case study, through which the use of bibliographic references was used as a methodology, as well as the collection of data through the use of in-depth interviews. Subsequently, the analysis and reporting of results was developed. It has been seen that the main problem is the lack of integrity of the communication strategy between digital and traditional marketing. In the analysis, four solution strategies were considered, where it has been considered to propose that traditional and digital marketing must work together, to solve the needs of the 2 types of targets with adequate communication, allowing personal selling to be attached as part of the general strategy, designing tactical direct marketing actions, increasing the productivity of marketing area personnel, reducing unnecessary costs and avoiding duplication of work. As conclusions, it is specified that the company can improve integrated communication by working together with traditional marketing, digital marketing, direct marketing and database marketing because many competitors are managing integrated communication as a key factor to impact the audience and position themselves. in the market, removing the participation of the institution.
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