The digital transformation in higher education is not only a solution to the common challenges of universities, it is also a change of mindset that creates more efficient processes in the management and pedagogical experience. Guest Author Mar 27, 20 | 11 min read Traditionally, higher education institutions (HEIs) in Latin America have faced great challenges. Some are optimizing your budget, having more and better spaces to serve more students and expanding the educational offer. In this context, Brazil WhatsApp Number List the digital transformation -supported of Information Technology (IT) and strategic – thinking is key to solving part of the educational challenges of the region. With only 15% of Latin American students between the ages of 24 and 29 completing their university education, it is well known that HEIs need to improve retention rates and design new teaching methodologies in line with the expectations of a generation that has grown up in society. of the information .

But how to do it? Universities and IES can find in Digital Marketing an approach to digital transformation in higher education. Join us and discover these possibilities! Panorama of digital transformation in higher education Undoubtedly, higher education needs to transform to overcome its challenges through the technological tools that have emerged with the digital transformation. However, according to an IDC study that analyzes the maturity of Latin American universities in the face of digital transformation, 4 out of 10 universities are digital resistant , so they prefer to continue with the traditional teaching system. As you can see, the adoption of IT in the teaching-learning process is being conservative and isolated. And it is that universities are hardly understanding that the scope of digital transformation is not limited to digitizing documents.

However, significant progress is being made today. Indeed, the same study concludes that almost a third of universities are digital explorers. In these institutions, some successful digital transformation initiatives have been replicated in a timely manner. Let’s see what are some of these areas of innovation that have been implemented in higher education institutions. Machine learning Many Latin American HEIs are creating new student retention mechanisms that involve the use of technologies such as machine learning . Using predictive modeling, we can analyze and predict the early departure of students and create interventions to prevent them from leaving. The most common interventions are academic counseling or mentoring. According to IDC, 25% of the HEIs surveyed in 2017 were already using machine learning for their student retention strategies, while 58% planned to implement it in 1 or 2 years. Big data A second area of ​​technological innovation that favors HEIs is in the uses of Big Data for strategic decision-making.

For example, colleges can calculate student graduation rates or analyze scholarship data to understand their relationship to academic performance and better understand students. This data-based analysis allows us to make timely decisions regarding the planning of study systems or the activation of support networks to avoid dropping out. This is why, in 2017, 31% of the universities surveyed by IDC already used models or rich analytics tools for their decisions, while 58% would use them in the coming years. Cloud computing If one of the challenges of the digital transformation in higher education is to reduce student dropout, another great challenge is to expand access to education remotely in an educational system that prioritizes the physical assistance of the student. For this, technologies such as cloud computing make it possible to create virtual classrooms, MOOCs and online courses that students can access from anywhere with an Internet connection, democratizing access to education.

In the same way in administrative matters, cloud computing facilitates the monitoring of students through CRM , which are sales and customer management computer systems that HEIs are using in management due to the similarity between the customer cycle and the student cycle. Artificial intelligence The AI is also being used by higher education institutions to offer assistance to students through virtual tutors that make the learning-teaching process much more efficient. As you can see, these 4 innovations, along with other tools such as web development, video conferencing and gamification systems , represent a new wave of strategies that seek to face the challenges of digital transformation in higher education. How does Digital Marketing drive digital transformation in higher education? We have proposed a particularly challenging scenario for Latin American higher education institutions in society 4.0 , in which the following stand out:low student retention; insufficient to attract new students; dislocation between academic programs and student expectations;slow adaptation of technological tools.

The good news is that Digital Marketing is one of the sectors that has best integrated new technologies that are constantly evolving. By applying the Inbound methodology to your HEI you will find that the common points between Marketing and education can be the solution to many of the challenges that we have mentioned. In the end, Marketing seeks to improve the service that a company offers. So, let’s analyze how Educational Marketing strategies can help you alleviate some of your main concerns about this digital transformation in higher education. Market study The first Marketing strategy that can help you improve the operation and management of your university is the market study . With this tool you can collect information about the educational market panorama, analyze your competition, understand your target audience and learn about new trends. Thus, you will have a holistic vision of the business that helps you to:understand your audience’s perception of your university’s academic programs;identify points of improvement in your service; create new programs to respond to the needs of your students or the job market itself.

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