Track: Undergraduate Student Paper Competition

Abstract

The general objective of this research was to analyze the influence of Digital Marketing on the student recruitment process in the Private Higher Education Sector in Peru. To do this, the current context of the Higher Education Sector in Peru is described, and the dimensions of digital marketing are explored. The methodology used is mixed since interviews with digital marketing managers from Peruvian universities with a business focus were conducted, and 380 surveys aimed at students from the same universities were conducted as a sample. Furthermore, the data collected through surveys were reviewed, processed, and analyzed using SPSS statistical software. Finally, based on quantitative and qualitative research, it was observed that there is a positive correlation between the student recruitment process in the Private Higher Education Sector in Peru and the application of digital marketing tools, as supported by numerical evidence.