Marketing educativo: incidencia en la captación de estudiantes en la Escuela Ángel Arteaga Cañarte, Santa-Ana.

Abstract

The aim of this study is to identify the incidence of Educational Marketing in the recruitment of students at the Angel Arteaga Cañarte School, Santa-Ana. The research was conducted by means of a quantitative, exploratory, descriptive, bibliographic and field approach, applying transversal analysis. The statistical program IBM SPPS v25.0 was used, in which the reliability of the instrument was analyzed and evaluated with Cronbach's alpha coefficient, reaching a value of 0.997 corresponding to a convenience sample of 200 parents. The findings obtained under the Rho Spearman coefficient indicate statistically significant correlations between educational marketing and student recruitment, values ranging between 0.975 and 1.000, the analysis highlights institutional weaknesses such as perceived lack of technological innovation, communication deficiencies and problems in customer service. The research concludes that educational marketing is a fundamental integral strategy for the positioning and attraction of students in public institutions.