Application of digital marketing to positioning at a private school

Abstract

Objective. The purpose of this research was to demonstrate the existence of a correlation between digital marketing focused on the most popular digital platforms and the positioning of a particular educational institution. Methods. The methodology used was applied, correlational and cross-sectional. A survey was applied to 104 parents of an educational institution, in order to demonstrate the alternative hypothesis. Results. The results showed a considerable positive correlation level, with an rho = 0.605; it also showed that the correlation was significant, with a p = 0.000, less than 0.005. Similarly, the dimensions of information flow, access functionality, feedback and loyalty, belonging to digital marketing, show a correlation with positioning. The contribution generated is a figure detailing the dimensions and indicators of digital marketing and the existing correlation with positioning. Conclusions. In conclusion, the correct management of digital marketing will also be reflected in the positioning of the school. Therefore, it is recommended that the educational center focuses on the proper management of digital strategies, in this case Facebook, Messenger and WhatsApp, because it will allow them to be leaders within the local market.