Bibliographic citations
Zevallos, A., Sanchez, D. (2023). La colaboración entre el área de Marketing Digital y Académico para el uso de nuevas fuentes de información en el lanzamiento de cursos del 2023. Caso: Certus Educación Continua [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670489
Zevallos, A., Sanchez, D. La colaboración entre el área de Marketing Digital y Académico para el uso de nuevas fuentes de información en el lanzamiento de cursos del 2023. Caso: Certus Educación Continua [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670489
@misc{renati/410310,
title = "La colaboración entre el área de Marketing Digital y Académico para el uso de nuevas fuentes de información en el lanzamiento de cursos del 2023. Caso: Certus Educación Continua",
author = "Sanchez Aguirre, Daniela Massiel",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
In the education industry, a problem was identified: brands create courses based only on research in the academic area. As a result, they do not generate estimated sales and budget losses are generated. In response, Certus took a different approach and involved the Digital Marketing team, allowing the use of new research tools. This change boosted sales and improved conversion rate. In this sense, the launch of courses in Certus Continuing Education 2023 had the objective of: Generating two million soles in 2023 through the new programs and achieving a conversion rate of 2% to 2.5% when the courses are incorporated into the portfolio. To achieve these objectives, a new strategic approach was used that is based on using new sources of information such as the Google Ads Keyword Planner, Google Trends, SemRush and Scrapping of recruitment websites, which allow a better understanding of the potential client and elaborate better program proposals. As a result, till August 2023, the launched programs have generated 72% of projected revenue. Furthermore, 77% of the courses launched have remained active. It can be concluded that these are good results, since until August 2022 only 54% of the projected sales were generated. In conclusion, this launch sets a precedent that interdepartmental collaboration and digital research have the potential to increase success in the development of new products and the expansion of the educational industry's offering.
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