Diseño de estrategias de marketing educativo para comunicar propuesta de valor. Caso de Estudio: Videogames Academy

Videogames Academy is a Mexican online educational platform focused on the creation of video games, offering courses designed by experts to prepare students in skills required by technology and video game companies. Therefore, this paper aims to propose educational marketing strategies to communicate the value proposition of Videogames Academy, to improve student recruitment and retention. This academy has faced a decrease in enrolments due to the increase in competitors and online learning platforms, with a 60% decrease in quarterly enrolments in the years 2023 and 2024. At its inception in 2017, it provided face-to-face teaching in the centre of Mexico City. In 2020, due to the pandemic, it transformed into an online platform, expanding its reach across the country and reaching a very high peak in enrolment in 2022. However, with the waning of the pandemic, enrolment dropped by 80% in 2023. Importantly, student recruitment is a priority for educational institutions, driving the popularisation of education marketing, a specialisation of marketing that seeks to attract and retain students.