Implications of COVID-19 on the marketing of educational services: A study from the motivations and moods of university students in Colombia

Abstract

This study analyzed the implications of the pandemic on the application of marketing of educational services in higher education institutions in Colombia, in particular, the implications associated with the motivations for studying and the moods present in the students were reviewed. For this, an empirical study in five universities, which collected the opinions of 695 students, was carried out. First, exploratory factor analysis was performed, and then, a cluster analysis. The results showed the different difficulties in the application of marketing, from the student perspective. As a result, the study suggests some recommendations to apply to educational marketing in the context of the pandemic. © 2021 Universidad ICESI. Published by Universidad Icesi, Colombia.