Comprehensive university marketing model to optimize student recruitment and retention
DOI:
https://doi.org/10.5281/zenodo.17281286%20Keywords:
Markets, Branding, Educational management, Educational administration, educational administration, education management, brand image, advertisingAbstract
Introduction: this study addresses the need for a comprehensive approach to university marketing, considering environmental trends and the demands of the target audience. Objective: to present the results of the design of an integrated university marketing model aimed at optimizing student recruitment and retention at the Central University of Nicaragua. Method: a mixed-method approach with a correlational design was employed. The research included surveys administered to students and administrative staff, interviews with key informants, and focus groups. Stratified probabilistic sampling was used for quantitative data, while convenience sampling was applied for qualitative data. Data analysis was conducted through descriptive and inferential statistics, as well as thematic analysis of qualitative information. Results: findings reveal a moderately positive perception of institutional marketing among students and administrative staff. The university website, institutional communication, and WhatsApp were identified as key channels. Higher satisfaction levels were reported in the Medicine, Pharmacy, and Nursing programs. Administrative staff highly valued the usefulness of a university marketing model, although challenges such as costs and resistance to change were noted. Conclusion: the proposed model demonstrates feasibility and relevance for strengthening student recruitment and retention. Its implementation requires strategic planning, change management, and sustainability. Progressive integration with institutional support and continuous evaluation is recommended.
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