Estrategias de Imbound Marketing aplicadas para la captación de nuevos alumnos del Colegio Alemán Stiehle de Cuenca para el año lectivo 2025-2026

Abstract

Education is a process through which the human being is prepared to develop within society. The main preparation agency is the educational institutions where teachers are in charge of training the human being. Nowadays, the increase of the population and therefore of the educational demand, has caused an increase of the offer of educational centers, becoming in certain places a competitive panorama. Therefore, institutions must work to stand out and excel in the market. That is why this study seeks to propose a marketing plan using the Inbound Marketing tool to attract new students of the Colegio Alemán Stiehle de Cuenca for the school year 2025-2026. For this purpose, an analysis of the resources available in the institution is carried out, as well as a previous market research, in order to find the profile of the potential client. The strategic plan is based on the four stages of inbound marketing, which are attracting, converting, selling and loyalty, for each of the stages certain strategies and contents have been developed that will allow an improvement in the attraction of students during the study period. To visualize the results, several indicators have been proposed that will allow to know the progress in each of the stages of the plan, after its implementation.