Bibliographic citations
Vega, V., Miranda, X. (2023). Implementación de mejora de procesos y el marketing digital, para incrementar las matrículas del nivel secundario de un colegio privado en Lima [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/671647
Vega, V., Miranda, X. Implementación de mejora de procesos y el marketing digital, para incrementar las matrículas del nivel secundario de un colegio privado en Lima [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/671647
@misc{renati/412801,
title = "Implementación de mejora de procesos y el marketing digital, para incrementar las matrículas del nivel secundario de un colegio privado en Lima",
author = "Miranda Cueva, Ximena Fernanda",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The professional sufficiency work considered the pandemic as the starting point, since the private educational sector was one of the most affected. Because thousands of students from private schools transferred to public schools due to economic situations caused by COVID-19. To cover the gap, an improvement was proposed in the internal processes (registration and advertising) of the institution. In that sense, the Digital Marketing tool was applied to improve the school's form of advertising, in order to increase enrollment with correct segmentation in search of clients. Likewise, he focused on the structural way to control the budget for the aforementioned processes in order not to exceed costs and have better control. This work has 4 phases with a duration of 10 months. In the first, information on the registration process was received from the educational members. The second sought to train staff in “continuous improvement” in order to contribute to the correct management and handling of costs/budget. In the third phase, staff were prepared in the “digital marketing” tool to present the benefits to a company, and applied tools such as “Facebook Ads” and complements to social networks to segment the target audience. In the final phase, the variation of improvement with the applied concepts was evident. In summary, the project provides the institution with an innovative tactic to obtain segmented clients. This proposal favors educational personnel, since with the implementation of the intervention it promotes customer loyalty.
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