Citation :

Luis Alberto Talledo Curo, "CIDEM-EDU: A Student-Centric Integrated Digital Marketing Model for Private Higher Education," International Journal of Engineering Trends and Technology (IJETT), vol. 74, no. 7, pp. 413-427, 2026. Crossref, https://doi.org/10.14445/22315381/IJETT-V74I7P125

Abstract

Private higher technical education requires admission processes that connect student attraction, guidance, follow-up, and enrolment closing within an organized customer management route. This study proposes and evaluates CIDEM-EDU, a student-centric integrated digital marketing model aimed at strengthening customer management in the admission pathway of private higher education. A quantitative applied approach is used through a quasi-experimental design with non-equivalent groups and independent cohorts. The study includes 1331 enrolled students from SENATI Zonal Piura, with Talara as the experimental campus and Sechura as the control campus. Customer management is measured through a structured five-point Likert questionnaire organized into customer attraction, customer service and guidance, and customer follow-up. The instrument presents excellent reliability and a coherent three-factor structure. The results show that the experimental post-test group reaches the highest customer management level, with a mean of 65.6 and a median of 67.0. Welch’s ANOVA confirms statistically significant differences among cohorts, F(3, 310) = 313.0, p < .001, and Games-Howell comparisons indicate that the experimental post-test group differs from the remaining groups. These findings show that CIDEM-EDU strengthens customer management by articulating digital contact, communication channels, commercial follow-up, remarketing, enrolment closing, and feedback as connected moments of the same admission process. The model contributes an integrated digital marketing framework for customer management in private higher technical education.

Keywords

Customer Management, Digital Marketing, Higher Education, Quasi-Experimental Design, Student Recruitment.

References

[1] Edna Rabenu, and Or Shkoler, “A Systematic and Theoretical Approach to the Marketing of Higher Education,” Frontiers in Psychology,  vol. 13, pp. 1-12, 2022.
[CrossRef] [Google Scholar] [Publisher Link]

[2] Sanjay Krishnapratap Pawar, “Social Media in Higher Education Marketing: A Systematic Literature Review and Research Agenda,” Cogent Business and Management, vol. 11, no. 1, pp. 1-23, 2024.
[CrossRef] [Google Scholar] [Publisher Link]

[3] Maria Andrea Quiñones Balaguer, Augusto Francisco Javes Sánchez, and Judith Soledad Yangali Vicente, “Impact of Digital Marketing on Student Recruitment at a Higher Education Institution in Lima, Peru,” INNOVA Research Journal, vol. 9, no. 2, pp. 80-101, 2024.
[Google Scholar]

[4] Ghaith Al-Abdallah, and Karim Ababakr, “Exploring the Mediating Effect of Digital Versus Traditional Marketing Communication on Students’ Selection of Higher Education Institutions in Developing Countries,” Human Behavior and Emerging Technologies, vol. 2025, no. 1, pp. 1-19, 2025.
[CrossRef] [Google Scholar] [Publisher Link]

[5] Hai-Anh Tran et al., “How Universities can use Social Media for Student Acquisition,” Journal of the Academy of Marketing Science, vol. 54, no. 2, pp. 539-556, 2026.
[CrossRef] [Google Scholar] [Publisher Link]

[6] Gary Armstrong et al., Principles of Marketing, 20^th ed., Pearson Australia, 2014.
[Google Scholar] [Publisher Link]

[7] Ignacio García Valcárcel, Customer Relationship Management, Fc Editorial, 2001.
[Google Scholar]

[8] Dagoberto Páramo Morales, and Elías Ramírez Plazas, “Strategic Marketing Management: A Cultural Approach,” Pensamiento y Gestión: Journal of the Administrative Sciences Division of Universidad del Norte, vol. 27, pp. 319-321, 2019.
[Google Scholar]

[9] Juan Felipe Valencia Gaviria, “Customer Retention and Loyalty as Strategies to Positively Impact Company Revenue Collection and Accounts Receivable,” Strategic Sciences Journal, vol. 2, no. 3, pp. 11-22, 2008.
[Google Scholar]

[10] Adrian Payne, and Pennie Frow, “Strategic Framework for Customer Relationship Management,” Journal of Marketing, vol. 69, no. 4, pp. 167-176, 2005.
[CrossRef] [Google Scholar] [Publisher Link]

[11] Daniel D. Prior, Francis Buttle, and Stan Maklan, Customer Relationship Management: Concepts and Technologies, 5^th ed., Routledge, 2024.
[Google Scholar] [Publisher Link]

[12] Paul Russell Smith, The SOSTAC Guide to your Perfect Digital Marketing Plan, PR Smith, 2022.
[Google Scholar] [Publisher Link]

[13] Alexander Osterwalder, and Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, John Wiley and Sons, 2010.
[Google Scholar] [Publisher Link]

[14] George T. Doran, “There's a SMART Way to Write Managements's Goals and Objectives,” Management Review, vol. 70, no. 11, 1981.
[Google Scholar]

[15] Demetrios Vakratsas, and Tim Ambler, “How Advertising Works: What do we Really Know?,” Journal of Marketing, vol. 63, no. 1, pp. 26-43, 1999.
[CrossRef] [Google Scholar] [Publisher Link]