<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-1465</journal-id>
<journal-title><![CDATA[Ciencias administrativas teoría y praxis]]></journal-title>
<abbrev-journal-title><![CDATA[Cienc. adm. teor. prax.]]></abbrev-journal-title>
<issn>2683-1465</issn>
<publisher>
<publisher-name><![CDATA[Academia de Ciencias Administrativas A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-14652024000200139</article-id>
<article-id pub-id-type="doi">10.46443/catyp.v20i2.392</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Acciones de marketing que contribuyen al posicionamiento de marca de las universidades privadas en Puebla]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing actions that contribute to the brand positioning of private universities in Puebla]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Guerra-Peralta]]></surname>
<given-names><![CDATA[Alfonso Oswaldo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Müller-Pérez]]></surname>
<given-names><![CDATA[Jessica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Popular Autónoma de Puebla Facultad de Mercadotecnia ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Popular Autónoma de Puebla Facultad de Mercadotecnia ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>20</volume>
<numero>2</numero>
<fpage>139</fpage>
<lpage>152</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-14652024000200139&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-14652024000200139&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-14652024000200139&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La elección de una carrera universitaria en México es una decisión importante sobre todo si al concluir los estudios de bachillerato se desea ingresar a una Institución de Educación Superior. En efecto, las universidades privadas han asumido la responsabilidad de ser competitivas al ofrecer una formación profesional que permita una inserción laboral efectiva. Es por ello que, el presente estudio se realizó en la Ciudad de Puebla México, ya que es una de las entidades con un mayor número de universidades. Se realizó una investigación de tipo cualitativa, sustentada bajo una metodología exploratoria, el análisis de contenido y posicionamiento digital incluyendo una búsqueda en diferentes bases de datos académicas tales como Scopus, Ebsco, Web of Science, entre otros. Entre los resultados se destaca que existen actividades que favorecen el posicionamiento de marca en universidades privadas de Puebla a través del marketing educativo; asimismo, se encontró que las acciones que tienen las diferentes instituciones de educación superior de carácter privado en son numerosas y buscan captar la atención de los aspirantes y, finalmente, se determinó cuáles de esas acciones representaron resultados favorables en cuestión de mejoramiento de la percepción y alcance la mejora en la inscripción del mismo en una institución.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Choosing a university degree in Mexico is an important decision, especially if, upon completing high school, you wish to enter a Higher Education Institution. Indeed, private universities have assumed the responsibility of being competitive by offering professional training that allows effective job placement. That is why the present study was carried out in the City of Puebla Mexico, since it is one of the entities with the largest number of universities. A qualitative research was carried out, supported by an exploratory methodology, content analysis and digital positioning, including a search in different academic databases such as Scopus, Ebsco, Web of Science, among others. Among the results, it stands out that there are activities that favor brand positioning in private universities in Puebla through educational marketing; likewise, it was found that the actions that the different private higher education institutions have are numerous and seek to capture the attention of applicants and, finally, it was determined which of these actions represented favorable results in terms of improving perception and achieve improvement in their enrollment in an institution.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing educativo]]></kwd>
<kwd lng="es"><![CDATA[comunicación digital]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento]]></kwd>
<kwd lng="es"><![CDATA[desarrollo comercial]]></kwd>
<kwd lng="en"><![CDATA[Educational marketing]]></kwd>
<kwd lng="en"><![CDATA[digital communication]]></kwd>
<kwd lng="en"><![CDATA[positioning]]></kwd>
<kwd lng="en"><![CDATA[business development]]></kwd>
<kwd lng="es"><![CDATA[I23]]></kwd>
<kwd lng="es"><![CDATA[M37]]></kwd>
<kwd lng="es"><![CDATA[M39]]></kwd>
</kwd-group>
</article-meta>
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