"GESTIÓN COMERCIAL EN EL AMBITO EDUCATIVO"

Introduction to Commercial Management in Education

Overview of the Session

• The session aims to explore commercial management within the educational sector, emphasizing its importance as a complementary learning experience alongside academic subjects.

• Participants will gain insights into best practices and perspectives from key industry players, enhancing their academic and professional training.

Presentation Details

• The topic "Commercial Management in the Educational Sector" will be presented by Clara Alzamora Guerrero, who is recognized for her valuable contributions.

• This subject is crucial for academic quality, focusing on effective positioning strategies and sustainability in education.

Key Concepts of Commercial Management

Scope of Commercial Management

• Commercial management extends beyond student recruitment; it includes value creation, building lasting relationships, and adapting to market demands.

• The speaker will share her experiences applying marketing tools and strategic management to enhance educational institutions' competitiveness and ensure sustainable growth.

Speaker's Background

• Clara Alzamora Guerrero holds a degree in administration from Universidad San Martín de Porres and has over 10 years of experience in commercial management within prestigious educational institutions.

• She currently leads commercial management at several top-tier educational institutions in Peru, showcasing her expertise in integrating marketing strategies with institutional relations for educational growth.

Engagement Guidelines for Students

Student Participation

• Students are encouraged to remain active during the session as they will need to prepare a summary of the conference for their professors afterward. Questions from participants will be collected by the moderator for response at the end of the presentation.

• The conference is being recorded via Zoom and streamed on YouTube through USMP's channel, ensuring accessibility for all attendees.

Speaker Introduction: Clara Alzamora Guerrero

Personal Introduction

• Clara introduces herself as an alumna of Universidad San Martín de Porres with specialization in marketing and commercial management within education. She reflects on her decade-long journey starting from her first job at Universidad San Ignacio de Loyola where she gained initial experience and promotions.

Career Progression

• Her career path included roles at various institutions such as Cel & PAE, where she explored different student profiles beyond university students, enriching her understanding of diverse educational needs during challenging times like the pandemic.

Reflections on Professional Passion

Finding Purpose

• Clara expresses that throughout her ten years in education, she discovered her passion within this field which aligns with her professional identity as an administrator dedicated to making a difference through strategic commercial management practices.

What Does University Teach Us?

The Impact of Education on Lives and Families

• The speaker emphasizes the transformative power of education, stating that their work changes lives and families, highlighting the beauty of working in the educational sector.

• They stress the importance of finding a purpose in one's career, as they will be an administrator for life, instilling pride in their academic achievements.

• The speaker encourages students to pursue careers they love, aiming for enthusiasm rather than viewing work merely as a means to earn money.

Introduction to Educational Management

• With 10 years of experience in various universities, the speaker introduces the topic of commercial management within education.

• They plan to discuss dynamic education modalities and the increasing demand for quality education in today's society.

Connecting Education with Market Needs

• The speaker notes that there is only one student from administration present, indicating a lack of representation from this field among attendees.

• They highlight three key points: connecting institutional offerings with societal needs, managing with purpose, and ensuring human sustainability through efficient management focused on student experience.

The Evolution of Educational Marketing

Historical Context Over the Last Decade

• The speaker reflects on significant changes in the educational sector over the past ten years and engages students about their current academic cycles.

• They inquire about students' progress in their studies to understand how prepared they are for entering the workforce.

Challenges Faced by Educational Institutions

• Acknowledging past challenges faced by educational institutions due to regulatory changes around ten years ago which required adaptation to new norms and policies.

• In 2017, marketing began professionalizing within education as a distinct area aimed at enhancing institutional visibility.

The Role of Digital Transformation

Adaptation During COVID-19 Pandemic

• The pandemic accelerated digital transformation within educational institutions; many were unprepared for this shift towards virtual learning environments.

• Despite losses during this period, there is gratitude expressed for emerging stronger with renewed missions and visions.

Current Trends in Educational Management

• By 2020, there was widespread adoption of CRM systems and data analysis tools essential for modern educational management practices.

Educational Trends and University Choices

Current Landscape of Universities

• Some universities have adopted new study modalities, while others lag behind in digital transformation and educational options available in the country.

• Increased competition exists among universities to attract and retain students, highlighting the importance of marketing strategies.

Student Experience and Research

• A student named Dylan, who graduated during the pandemic, illustrates how recent graduates navigate university admissions amidst limited experiences like prom trips.

• Students today have access to extensive information about various educational proposals from over 100 universities across Lima and provinces.

Importance of Technology and Innovation

• There is a growing preference for careers in technology and innovation, emphasizing their relevance across all fields of study.

• Understanding commercial management in education begins with knowing the student’s needs and preferences when applying to universities.

Access to Information

• Modern students benefit from readily available information about universities compared to previous generations that had limited access.

• Open days at universities provide opportunities for prospective students to gather information about programs, infrastructure, and campus life.

Value Propositions of Universities

• Universities strive for unique value propositions that differentiate them from competitors; this includes aspects like infrastructure or international partnerships.

• Integral experience and academic support are crucial factors influencing student retention within a university setting.

Marketing Strategies in Education

• The cycle of commercial management starts with attracting potential applicants through various channels such as social media (Instagram, TikTok), open days, vocational fairs, etc.

University Student Retention and Engagement Strategies

Importance of Conversion and Retention

• The discussion begins with the significance of conversion rates in student recruitment, emphasizing that capturing students is just the first step.

• Once students are enrolled, universities must focus on retention strategies to ensure they remain engaged throughout their studies.

• The speaker highlights that retention is not only about enrollment but also about helping students feel a sense of belonging within the university community.

Personal Experience as an Ambassador

• The speaker shares her experience as an ambassador for her administration program, illustrating how personal stories can enhance university reputation.

• She reflects on her own educational journey, noting the challenges she faced in choosing a more difficult specialization (Banking and Finance).

• Despite initial regrets about her choice, she emphasizes the importance of challenging oneself academically and being proud of one's achievements.

Strategic Planning for Recruitment Campaigns

• Universities plan their marketing campaigns well in advance (1-2 years), indicating a proactive approach to attracting new students.

• Effective communication strategies are essential for improving community engagement and brand perception among prospective students.

Data-driven Decision Making

• Modern recruitment relies heavily on data analysis to inform decisions regarding student attraction and retention strategies.

• While digital channels dominate recruitment efforts, maintaining a balance with in-person experiences remains crucial for engaging potential students.

Building Trust and Reputation

• Trust in a university's reputation is vital; institutions must leverage their history and success to attract new applicants.

• Innovation and adaptation to trends such as digital transformation are necessary for universities to stay relevant in today's educational landscape.

Focus on Retention Strategies

• Universities emphasize retaining enrolled students through various support mechanisms aimed at enhancing their academic experience.

Communication and Social Responsibility in Education

Importance of Institutional Values

• The speaker emphasizes the significance of communication that reflects institutional values and social responsibility, particularly in the educational sector.

• They highlight the need for continuous updating on relevant topics, especially regarding social responsibility amidst national challenges.

Engaging Young Voters

• The speaker addresses young individuals who will be voting for the first time in 2026, urging them to engage actively in the electoral process.

• A call is made for these new voters to inform themselves about political parties and candidates, stressing their role as future leaders.

Role of Families in Educational Choices

• The discussion shifts to the importance of family involvement when students choose universities, noting that decisions are often collective rather than individual.

• Parents play a crucial role alongside friends in guiding students' choices regarding higher education institutions.

Impact of Education on Future Generations

• The speaker expresses passion for their career in education, highlighting its transformative impact not only on students but also on their families and future generations.

• Personal anecdotes illustrate how parents plan for their children's educational futures from an early age.

Challenges Facing Educational Institutions

• The conversation transitions to current challenges within the educational sector, including high competition among institutions seeking student enrollment.

Transitioning to 100% Virtual Education

Challenges in Adopting Virtual Learning

• The abrupt shift to 100% virtual education during the pandemic highlighted challenges faced by universities and institutes in maintaining this mode of learning.

• Despite the experience gained during the pandemic, many institutions still struggle with fully implementing virtual education.

Importance of Informed Voting

• Emphasizing the responsibility of first-time voters, students are encouraged to educate themselves about political parties and candidates before voting.

• Continuous education is vital for personal development; professionals should seek ongoing training even after graduation.

The Value of Lifelong Learning

Personal Commitment to Education

• The speaker shares their passion for studying, having completed multiple diplomas and courses during the pandemic, including a master's degree and coaching leadership training.

Building a Personal Brand

• In today's competitive job market, creating a personal brand is essential for professionals entering fields like marketing.

• Professionals should aim not just to work for a paycheck but also to leave a lasting impact within their organizations.

Continuous Professional Development

Enhancing Marketability

• Graduates must offer more than just their degrees; continuous learning enhances employability and value in the job market.

Technology's Role in Education

• Technology can significantly amplify positive impacts on society, particularly within the educational sector.

Future of Educational Management

Transformative Power of Education

• The speaker reflects on how effective educational management can change lives and help individuals find purpose in their professional journeys.

Integration of Technology in Education

• A call for increased technological integration alongside human elements in education is made, highlighting AI's growing presence.

Improving University Rankings

Strategies for Better Positioning

• Discussion on how universities can improve their standings in global rankings through strategic participation and value propositions tailored to students' needs.

Importance of Rankings

Understanding the Role of Universities in Rankings and Data-Driven Management

The Impact of University Rankings

• Many universities prioritize their rankings in organizations like Mineu and Sunedu, which reflects a commercial management approach.

• Not all universities participate in these rankings, leading to disparities in visibility and perceived quality.

Preparing for Data-Driven Management

• The Peruvian education sector needs to adapt to data-driven management models, emphasizing the importance of digital transformation both internally and externally.

• There is a demand for professionals skilled in technology management to bridge gaps left by the pandemic's impact on education.

Addressing Educational Gaps Post-Pandemic

• New academic programs related to innovation and technology are emerging, but there is an urgent need for qualified professionals who can meet current demands.

• Future graduates from these new programs will be essential across various sectors, not just education.

Enhancing Employability Through University-Business Collaboration

Coordination Between Universities and Companies

• Effective coordination between universities and businesses is crucial for preparing students for employability.

• Establishing alliances with companies can help align educational outcomes with market needs.

Importance of Industry Partnerships

• Collaborating with businesses allows universities to understand what skills are necessary for graduates to succeed in the workforce.

• Discussions with industry leaders can inform curriculum updates based on real-world requirements.

Adapting Curriculum Based on Market Needs

• Regular feedback from employers can lead to timely adjustments in academic programs, ensuring they remain relevant.

• Understanding specific employer expectations helps tailor educational offerings that enhance student employability.

Differentiating Between Institute Graduates and University Graduates

Distinct Profiles of Students

• There are notable differences between students graduating from institutes versus those from universities regarding readiness for the job market.

• Institute graduates often enter the workforce faster than university graduates due to shorter program durations.

Aligning Academic Offerings with Employer Expectations

• Engaging directly with business leaders provides insights into necessary skills that should be emphasized within academic curricula.

Strategies for Student Retention in Universities

Importance of Attracting Students

• The discussion begins with the need for universities to attract students through various means, such as job placement services.

Best Strategies for Student Retention

• The speaker emphasizes that student retention, or "fidelización," encompasses multiple aspects, particularly academic quality.

• A personal anecdote is shared about a professor, Hugo Guerra, who significantly impacted the speaker's educational experience and career direction.

• The quality of educators is highlighted as a crucial factor in retaining students compared to other institutions.

Post-Service Support and Infrastructure

• The concept of post-service support is introduced, focusing on how universities can retain students beyond initial enrollment.

• Infrastructure plays a vital role; poor facilities can deter students from continuing their education at an institution.

• Access to laboratories and international agreements are mentioned as essential resources that enhance the educational experience.

Global Perspective and Change Agents

• The speaker encourages students to remain in their country to become change agents who can positively influence local conditions.

Closing Remarks and Recognition

• Acknowledgment of Magister Clara Alzamora Guerrero’s contributions concludes the session with applause from attendees.

• The importance of having successful alumni like Clara serves as motivation for current students regarding their future careers.

Encouragement for Future Growth

• Emphasis on the potential growth within the educational sector encourages students to pursue their ambitions actively.