SEM model in neuromarketing as a planning tool in higher education

IF 0.8 0 LANGUAGE & LINGUISTICS

Texto Livre-Linguagem e Tecnologia Pub Date : 2022-08-29 DOI:10.35699/1983-3652.2022.40501

Adriana Estefania Mónico Bordino

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Abstract

The purpose of this research is to analyze the relationship between marketing, neuromarketing and strategic planning at the university level. This study is based on a quantitative methodology with an interpretative paradigm, through a non-experimental, transectional, explanatory, descriptive and correlational research design. For this purpose, a Likert scale was elaborated for 616 students and graduates of the careers offered at the 25 de Mayo Campus of the Universidad Columbia del Paraguay. The analysis was carried out through a Pearson's r correlation, a descriptive analysis and an exploratory factor analysis (SEM), concluding that it is necessary to develop educational marketing actions with different approaches to the current ones. If the educational institution wants to be competitive, it has to strengthen actions to attract potential students through techniques that are competitive in today's society, and that is where neuromarketing comes in. The SEM model allows us to conclude that there is a relationship between university, educational marketing, neuromarketing, quality higher education and strategic planning, highlighting that strategic planning is the key to quality higher education, and that in the educational field marketing should be based on neuromarketing, although it is not yet an indicator of quality higher education.

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神经营销的SEM模型在高等教育中的应用

本研究的目的是分析大学层面的市场营销、神经营销和战略规划之间的关系。本研究采用非实验、横断面、解释性、描述性和相关性研究设计，采用定量方法和解释性范式。为此目的，对巴拉圭哥伦比亚大学5月25日校区提供的616名学生和毕业生编制了李克特量表。通过Pearson’s r相关，描述性分析和探索性因素分析(SEM)进行分析，得出结论认为有必要采取不同于当前方法的教育营销行动。如果教育机构想要具有竞争力，就必须通过在当今社会具有竞争力的技术来加强吸引潜在学生的行动，这就是神经营销的作用。SEM模型可以让我们得出大学、教育营销、神经营销、优质高等教育和战略规划之间的关系，强调战略规划是优质高等教育的关键，在教育领域营销应该以神经营销为基础，尽管它还不是优质高等教育的一个指标。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Texto Livre-Linguagem e Tecnologia LANGUAGE & LINGUISTICS-

CiteScore

1.10

自引率

16.70%

发文量

审稿时长

5 weeks

期刊介绍： Texto Livre: Linguagem e Tecnologia is a quarterly journal, sponsored by the School of Letters of the Federal University of Minas Gerais (Brazil) since 2008. It welcomes submissions of articles, reviews, essays and translations on the relationship between languages and digital media. Its mission is to promote scientific production in the field of language studies, especially analysis of writing and practices for teaching writing through free and open new technologies, and studies on documentation and dissemination of free and open software, providing researchers from Brazil and abroad with the opportunity to share their research and contribute to the debate and scientific progress in the area. Topics of interest to this journal include: intertextuality, usability, computer use in the classroom, free culture, digital inclusion, digital literacy, dissemination of free software and other topics related to language and technology. The journal accepts manuscripts in Portuguese, Spanish, English and French, with no need for a translation into Portuguese. Texto Livre is intended for researchers and for a non-academic audience interested in critical approaches to the related topics addressed by the journal.