Marketing factors that contribute to the brand positioning of private universities in Puebla

Choosing a university degree in Mexico is a decision that a large number of people make in their lives in search of professional development. Private universities, compared to public ones, assume greater challenges by having limited resources, in a context of economic difficulty. That is why interest arises in carrying out this research carried out in the city of Puebla, Mexico, a city with a significant number of universities. Universities, when communicating their academic quality, apply communication and educational marketing strategies, disseminating their institutional missions and achieving a position in the target markets, strengthening their presence at a digital level. The market of applicants for a bachelor's program uses digital positioning as a factor in decision-making when choosing the university to enroll. The contribution to knowledge of this research is to determine the elements of communication and marketing that favor brand positioning and the perception of private universities in the city of Puebla. Among the findings found, it was determined that Higher Education Institutions in Puebla perform brand positioning strategies that allow them to disseminate the academic offer to their target market, through traditional and digital media, these tools being the basis positioning strategies and business development.