Estrategias de marketing experiencial para el proceso de admisión en la Universidad Católica de Santiago de Guayaquil.

Abstract

This document was developed to understand the current needs of prospective students at the Catholic University of Santiago de Guayaquil (UCSG) when seeking information about undergraduate programs. The objective is to analyze how experiential marketing influences their decision-making process. A quantitative approach and a descriptive-correlational design were used for this research. A sample of 365 respondents was obtained through stratified sampling, and a questionnaire based on Schmitt’s (1999) and Zarantonello & Schmitt’s (2010) scales was applied. The results showed that experiential marketing strategies implemented at UCSG, such as Campus Tours and personalized sessions, generated positive emotions and a sense of belonging among applicants. The 75% of respondents surveyed indicated a high intention to enroll at UCSG. They emphasized the importance of personalized service and the visual environment. It's worth noting that the results also reflected areas for improvement, especially in participatory activities and interaction among prospective students. Experiential marketing is a valuable tool that connects with prospective students and, in turn, generates positive emotions, fostering loyalty and a sense of belonging. It is recommended to expand interactive experiences, incorporate testimonials from current students and alumni, and enhance personalized attention to make applicants feel part of the institution from the outset. The findings enable the assessment of new experiential marketing strategies aimed at younger generations.