TY - JOUR
KW - Decision-level
KW - Clustering
KW - Machine Learning
AU - Rosa María Cantón Croda
AU - Damián Emilio Gibaja Romero
AU - Fernando-Rey Castillo-Villar
AB - The promotion of academic programs, particularly at graduate levels, emerges as a response to market changes. In general, graduate programs are not a first order necessity which makes necessary the right promotion of such programs guarantee the attraction of prospective students, which enroll in some of them, which is essential for the financial sustainability of universities. Notably, the last one is a crucial problem for private universities. In this paper, we analyze the prospective students that enroll in a private to design better promotion strategies by using on data gathered by online sources. Specifically, we use clustering techniques to define marketing strategies based on segments of students. We find that age and city are crucial to promoting graduate programs while marital status and sex does not impact the decision of students in the university that we analyze.
IS - Special Issue on Use Cases of Artificial Intelligence, Digital Marketing and Neuroscience
M1 - 6
N2 - The promotion of academic programs, particularly at graduate levels, emerges as a response to market changes. In general, graduate programs are not a first order necessity which makes necessary the right promotion of such programs guarantee the attraction of prospective students, which enroll in some of them, which is essential for the financial sustainability of universities. Notably, the last one is a crucial problem for private universities. In this paper, we analyze the prospective students that enroll in a private to design better promotion strategies by using on data gathered by online sources. Specifically, we use clustering techniques to define marketing strategies based on segments of students. We find that age and city are crucial to promoting graduate programs while marital status and sex does not impact the decision of students in the university that we analyze.
PY - 2019
SP - 23
EP - 32
T2 - International Journal of Interactive Multimedia and Artificial Intelligence
TI - The Promotion of Graduate Programs through Clustering Prospective Students
UR - https://www.ijimai.org/journal/sites/default/files/files/2019/07/ijimai20195_6_3_pdf_12770.pdf
VL - 5
SN - 1989-1660
ER -