Digital marketing in higher education

Abstract

Digital marketing is undoubtedly a source of technological learning, proving invaluable in universities. The purpose of this work was to explore the incorporation of digital marketing in higher education programs. A quantitative methodology was employed to establish the strategies implemented by the teachers, considering a population of 100 students and four teachers who are experts in digital marketing. Among the main results is that virtual classes have enabled students to enhance their innovative skills, meeting the academic requirements set by the teachers. Therefore, it can be concluded that using technology in a marketing career significantly influences the development of skills and knowledge for future career success.