Analysis of educational marketing strategies and their importance in university management

Aspects such as globalization and the digitization of processes through which humanity has passed, generate updating and innovation in their organizational and marketing processes and strategies in organizations, in order to build greater customer satisfaction and service. Higher education organizations have not been left behind, thus questioning the educational marketing strategies they are implementing. That is why the objective of this article is to identify how some accredited universities in Colombia and Spain have innovated the way of communicating educational marketing strategies, to achieve this, the literature review methodology is used, finding as a result that the different universities have used social networks to benefit in aspects such as positioning and visibility, especially Instagram is the most used to share its content and educational strategies in order to innovate and have a differentiating factor in the market. Thus, concluding that the different universities in both Colombia and Spain have innovated their content in digital media in order to generate greater awareness and loyalty in real and potential customers.