Inbound Marketing para mejorar el interés para los posgrados públicos

  1. Salvador Bueno 1
  2. Juan Sebastián Caro Rodríguez 1
  3. M. Dolores Gallego 1
  1. 1 Universidad Pablo de Olavide
    info

    Universidad Pablo de Olavide

    Sevilla, España

    ROR https://ror.org/02z749649

Revista:
Esic market

ISSN: 0212-1867

Año de publicación: 2018

Número: 161

Páginas: 533-568

Tipo: Artículo

DOI: 10.7200/ESICM.161.0493.3 DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Esic market

Resumen

Esta investigación trata de explorar el potencial de aplicar técnicas de Inbound Marketing a la hora de incrementar la demanda en programas educativos de posgrado. Esta técnica de comunicación, empleada ampliamente en el ámbito empresarial para atraer clientes en entornos virtuales, ha sido escasamente aplicada en el sector educativo público. Así pues, este trabajo pretende ser un intento que aporte evidencias científicas en esta laguna, asumiendo un doble objetivo: (1) comprobar los beneficios de aplicar esta técnica de marketing a un entorno diferente al estrictamente empresarial, y (2) analizar si tras diseñar un itinerario para el visitante se alcanza una conversión. Se proponen dos estrategias de comercialización: (1) mejorar el posicionamiento en motores de búsquedas usando técnicas SEO, y (2) crear contenidos atractivos en sitios con un volumen suficiente de usuarios cualificados. Ambas estrategias deberían llevar a una mejora de la tasa de conversión en másteres y posgrados públicos. La metodología propuesta para alcanzar estos objetivos es la investigación en acción, teniendo como ámbito de actuación el Máster Oficial de Dirección de Empresas de la Universidad Pablo de Olavide. Se destaca cómo tras implantar la técnica de Inbound Marketing se lograron más de 1.000 visitas, y una tasa de conversión de un 2,12%. Este estudio se cierra con la exposición de las conclusiones y las implicaciones académicas y prácticas que se derivan de estos resultados.

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Fuente de los datos: Dialnet