Please use this identifier to cite or link to this item:
Title: Estrategias de fidelización y CRM: administrado a una Institución de Educación Superior en Ecuador
Author: Mayorga Meléndez, Juan Andrés  
Tutor: Muñoz-Leiva, Francisco  
Others: Cerdan Chiscano, Monica  
Abstract: This research work focuses on the development of a digital marketing plan to increase the level of student loyalty at the Universidad Tecnológica Indoamérica, with special emphasis on those belonging to the 1st, 2nd, and 3rd levels. The main objective is to improve permanence and reduce dropout levels through the implementation of personalized digital communication actions. To achieve this objective, we have started by conducting a thorough analysis of the business context, market, competitors, and consumers. In addition, relevant digital trends in the business-customer relationship have been identified and a PESTLE model has been applied to understand the macro digital context. Based on these analyses, the corporate, competitive, and functional strategy of Universidad Tecnológica Indoamérica has been described, which is aligned with the proposed research objectives. Likewise, an analysis of the marketing mix has been conducted, highlighting the importance of personalized communication as a key element for student loyalty. A campaign concept focused on the sense of belonging and the student experience has been proposed, with personalized messages and actions that seek to strengthen the relationship between the university and its students. In addition, a Customer Journey Map has been developed to guide interactions from attraction to recommendation, with examples of relevant touchpoints at each stage. The detailed action plan has been structured in a 24-week (6-month) calendar, with specific actions, responsible parties, and phases of the Customer Journey Map. KPI's have been established to measure the success of each action, using appropriate measurement tools and a defined periodicity. As a conclusion, the importance of this digital marketing plan for Universidad Tecnológica Indoamérica is highlighted, since it will increase student loyalty, strengthen the institution's image, and improve student retention, with an emphasis on students in the first levels. In addition, the business implications of this work are highlighted, providing clear guidelines for the strategy and management of the University through the proposed actions, key management indicators, scheduling, responsible parties, budget, profit, ROI and ROAS. However, the limitations of the study are recognized, such as the sample size and the generalization of the results. Therefore, it is suggested that future research should be conducted to expand the sample, consider other contexts, and address complementary aspects of marketing.
Keywords: marketing plan
digital marketing
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 22-Jun-2023
Publication license:  
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

Files in This Item:
File Description SizeFormat 
jmayorga3TFM0623memoria.pdfMemoria del TFM3,35 MBAdobe PDFThumbnail
View statistics

This item is licensed under aCreative Commons License Creative Commons