CIDEM-EDU: A Student-Centric Integrated Digital Marketing Model for Private Higher Education

Curo L.A.T. · International Journal of Engineering Trends and Technology (2026) · DOI: 10.14445/22315381/ijett-v74i7p125

Resumen

Private higher technical education requires admission processes that connect student attraction, guidance, follow-up, and enrolment closing within an organized customer management route. This study proposes and evaluates CIDEM-EDU, a student-centric integrated digital marketing model aimed at strengthening customer management in the admission pathway of private higher education. A quantitative applied approach is used through a quasi-experimental design with non-equivalent groups and independent cohorts. The study includes 1331 enrolled students from SENATI Zonal Piura, with Talara as the experimental campus and Sechura as the control campus. Customer management is measured through a structured five-point Likert questionnaire organized into customer attraction, customer service and guidance, and customer follow-up. The instrument presents excellent reliability and a coherent three-factor structure. The results show that the experimental post-test group reaches the highest customer management level, with a mean of 65.6 and a median of 67.0. Welch’s ANOVA confirms statistically significant differences among cohorts, F(3, 310) = 313.0, p < .001, and Games-Howell comparisons indicate that the experimental post-test group differs from the remaining groups. These findings show that CIDEM-EDU strengthens customer management by articulating digital contact, communication channels, commercial follow-up, remarketing, enrolment closing, and feedback as connected moments of the same admission process. The model contributes an integrated digital marketing framework for customer management in private higher technical education.