THE INFLUENCE OF DIGITAL MARKETING IN ATTRACTING NEW STUDENTES TO IPCB

Abstract

The use of the internet and social networks is part of the routine of thousands of people, namely young people, who are almost permanently online. This reality has led higher education institutions to adapt to the habits of new generations, in order to reach the targetaudience in an easier, faster and more competitive way: the candidates attending higher education. 
The aim is to know the perception of the students of the Polytechnic of Castelo Branco about the digital marketing actions, through social networks, in order to attract students. 
The study was based on a theoretical model previously defined, and developed based on the literature review and previous studies on the subject under study. 
It was found that students and former students of the institution have the perception that the search for information on the social networks of the IPCB positively influences the decision regarding the choice of the course/institution, while the importance of information about the institution on social networks and the frequency of access to social networks do not seem to influence the decision. 
It was concluded that the use of social networks is essential for the IPCB to implemente the marketing strategies, in order to attract students and that social networks are only a means to reach potential students, being fundamental to plan rigorously the information to be made available and the way to do it, in order to ensure that it is enlightening, relevant and attractive, and meets the expectations of candidates for higher education.