Abstract

CARIDAD, MIGDALIA; CASTELLANO, MARÍA ISABEL  and  HERNANDEZ, MARÍA FERNANDA. EXPERIENTIAL MARKETING FOR THE PROMOTION OF THE EDUCATIONAL PROCESS AT THE UNDERGRADUATE LEVEL: A STUDY OF TWO PRIVATE UNIVERSITIES. Rev.fac.cienc.econ. [online]. 2015, vol.23, n.2, pp.81-95. ISSN 0121-6805.  https://doi.org/10.18359/rfce.1608.

Considering colleges require management strategies in order to offer their activities, academic, research and extension products in order to remain competitive in the market, this research therefore seeks to determine experiential marketing for the promotion of the educational process undergraduate level at private universities in Barranquilla (Atlántico, Colombia) and Maracaibo (Zulia State, Venezuela). The population consisted of 300 students from two private universities (150 each). The work was based on a quantitative and descriptive study. The main results highlighted that 73% of respondents said they almost always receive valuable knowledge, only 10% experience pleasant feelings based on their five senses when receiving knowledge by the facilitators, and 37% indicated that elements (logo, colors and slogan) used by the college will always generate prestige. It was found that the emotional marketing is based on the positive response given by the client when he/she decides to buy the service as a result of an emotion.

Keywords : Experiential marketing; Emotion; Educational process.

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