Attracting and retaining college students: The power of marketing strategies

Abstract

Quito's universities have implemented various strategies to increase enrollment and improve the quality of higher education in the city. The objective is to propose marketing strategies to boost university enrollment. A mixed methodological approach was used, combining qualitative and quantitative methods, as well as inductive-deductive, analytical and synthetic analysis. Through a survey, it was identified that the quality of academic programs influences the decision to enroll, being social networks and personal recommendations family members the main sources of information. However, the need to improve access to information on university programs and benefits, as well as consistency in communication, was evident. The conclusions highlight the importance of constantly improving educational quality and communication to attract and retain students in a competitive educational environment, suggesting that marketing strategies should focus especially on social networks.

Keywords:

Educational strategies, marketing, university, quality of education, social networks.