Digital product marketing and its impact on the growth of the online education market
DOI:
https://doi.org/10.35381/r.k.v10i1.4875Keywords:
commerce, marketing, social media, online learning, mobile learning, (UNESCO Thesaurus).Abstract
This article was written with the aim of determining how digital strategies affect the growth of the education market and digital consumer behavior. The research employed a mixed methodology, combining qualitative and quantitative approaches to obtain a more complete view of the phenomenon studied. A survey was administered to 96 participants with experience in virtual training, and the results were processed using frequency and proportion analysis. The findings show that exposure to promotional content, targeted ads, and personalized strategies increases interest and willingness to enroll in virtual courses, demonstrating that digital marketing enhances the visibility and expansion of the education sector. The research concludes that digital marketing is a key factor in attracting and retaining students, contributing to the strengthening of educational e-commerce and the sustainability of learning in virtual environments.
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