Educational marketing as a critical success factor in academic service for university students

Abstract

The student area is becoming more and more competitive, it corresponds to the fact that educational institutions try to find new methods such as educational marketing to be in constant innovation and compete among universities for prestige and brand positioning in the student's mind, considering existing problems in the student service and in providing immediate solutions since the university is indifferent to retain the same, so it has generated problems with the student body. To analyze the intervention of educational marketing in the academic service to satisfy the needs of the students of the Universidad Técnica de Ambato. The research design was a qualitative approach and descriptive method. The population was 15825 students from various faculties, with a sample of 375 students of the UTA, corresponding to the academic period October 2016 - March 2017, a survey was developed through google forms, which consisted of 12 items, was approved by professionals in topics related to research. The true results obtained in the research were immersed in an analysis of external and internal variables as a priority for the academic formation of excellence and improvement with a perspective of good service as the immediate solution accompanied by empathy, trust, communication, respect, overcoming the expectations of students when exposed to academic problems. Among the results it was determined that the immediate student attention with 33.60%, it can be confirmed that this factor is of great importance for students, the tools that should be implemented improvements are: Training and congresses with 40%, Catalog and online repositories with 12.73%, Teaching and educational activities with 8.53%,

Academic variables with 9.87%. With a negative level of satisfaction on the part of the student body among women and men with a range of: 17 to 40 years old, for which they are considered as those opportunities for improvement, with a scale of (2 to 1). It was concluded that the integrated management model of educational marketing Migme allowed describing relevant criteria that are immersed in the opinions obtained from the respondents such as: satisfaction, exchange, facilitation, communication, intervening members, infrastructure, academic processes according to the needs of society. With the purpose of acquiring satisfactory experiences of the student body through a main factor such as loyalty through fundamental tools: learning videos or motivational videos, feedback, training, congresses, favorable infrastructure, virtual library as catalogs and repositories, laboratories with appropriate technology that serve as a benefit to obtain a favorable behavior in which students are at ease in the institutional academic period.