Perception of Educational Marketing in a public secondary education institution in Metropolitan Lima
DOI:
https://doi.org/10.47865/igob.vol9.n35.2026.486Keywords:
Educational marketing, Institutional image, School advertising, Positioning, Public secondary educationAbstract
This study investigates secondary school students’ perceptions of educational marketing at an educational institution located in the district of San Juan de Lurigancho, Lima (UGEL 05). The research employed a quantitative approach with a non-experimental, descriptive cross-sectional design. A non-probabilistic convenience sample of 155 students was used. Data were collected using a questionnaire on educational marketing consisting of 30 items on a Likert scale (Cronbach’s alpha of 0.808), structured around three dimensions: Institutional Image, Advertising, and Positioning. The descriptive results showed that 49.7% of students perceived educational marketing as being at a medium level, 47.7% at a high level, and 2.6% at a Low level. Among the dimensions, Advertising achieved the highest percentage at the High level (56.1%), while Institutional Image was predominantly rated at the medium level (54.2%). In other words, these findings indicate that communication, outreach, and institutional identity efforts are largely rated as acceptable to favorable by the student body, while pointing to opportunities for improvement in consolidating the school’s image and institutional differentiation within the public school system.
Downloads
References
Cerón, S. A., Ochoa, S. P., Paredes, J. M., & Salama, I. M. (2024). Incidencia de las estrategias de marketing en el fortalecimiento de la imagen de las universidades públicas en el Ecuador. LATAM Revista Latinoamericana de Ciencias Sociales y Humanidades, 5(5), 2965–2976. https://doi.org/10.56712/latam.v5i5.2829
Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal, 20(2), 122–126. https://doi.org/10.1016/j.ausmj.2011.10.005
Grajales-Montoya, N., Gómez-Bayona, L., & Coronado-Ríos, B. (2021). Strategic communication based on marketing at educational institutions. Revista CEA, 7(13), e1684. https://doi.org/10.22430/24223182.1684
Jarrín, J. J., & Veloz, A. (2026). Estrategias de comunicación digital e imagen corporativa en instituciones de educación superior. Revista de Investigación, Formación y Desarrollo: Generando Productividad Institucional, 14(1), 76–87. https://doi.org/10.34070/rif/.v14.i1.206.497.76-87
Klinger, R., Olaya, J., Rentería, E., Canaval, J., Giraldo, A. L., Mosquera, J., & Bermúdez, M. (2014). Medición de la imagen institucional de una universidad entre estudiantes de último año de educación secundaria. Sophia, (10), 83–94. https://doi.org/10.18634/sophia.v10i1.220
Koo, T. K., & Li, M. Y. (2016). A guideline of selecting and reporting intraclass correlation coefficients for reliability research. Journal of Chiropractic Medicine, 15(2), 155–163. https://doi.org/10.1016/j.jcm.2016.02.012
Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3), 3–12. https://doi.org/10.1177/002224297103500302
Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix: Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), 357–375. https://doi.org/10.1108/JSOCM-10-2018-0122
McNeish, D. (2018). Thanks coefficient alpha, we’ll take it from here. Psychological Methods, 23(3), 412–433. https://doi.org/10.1017/met0000144
Muttaqin, Z., Wasehudin, W., Hasanah, U., Apud, A., & Mu’awwanah, U. (2026). The interplay of digital transformation, value-based marketing, and institutional image in shaping students’ higher education intentions. International Online Journal of Education and Teaching, 13(2), 34–46. https://iojet.org/index.php/IOJET/article/view/2322
Papic-Domínguez, K. (2020). Medios de comunicación organizacional interna en colegios públicos, Chile. Alteridad: Revista de Educación, 15(2), 241–255. https://doi.org/10.17163/alt.v15n2.2020.08
Patlán, J., & Martínez, E. (2017). Evaluación de la imagen organizacional universitaria en una institución de educación superior. Contaduría y Administración, 62(1), 123–142. https://doi.org/10.1016/j.cya.2016.07.002
Pereira, O. A. (2021). La imagen institutional y el cumplimiento misional como predictores de la satisfacción estudiantil. Apuntes Universitarios, 11(3), 226–240. https://doi.org/10.17162/au.v11i3.703
Wright, G. H., Chew, C., & Hines, A. (2012). The relevance and efficacy of marketing in public and non-profit service management. Public Management Review, 14(4), 433–450. https://doi.org/10.1080/14719037.2011.649973
Yaping, X., Nguyen, T. T. H., Nguyen, H. N., Phan, D. Q., Cao, T. K., & Dao, T. H. A. (2023). University brand: A systematic literature review. Heliyon, 9(6), e16825. https://doi.org/10.1016/j.heliyon.2023.e16825
Zancajo, A. (2018). Educational providers in the marketplace: Schools’ marketing responses in Chile. International Journal of Educational Research, 88, 166–176. https://doi.org/10.1016/j.ijer.2017.10.009
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
