Abstract
Educational marketing is a key tool for institutional positioning and attracting new students in upper secondary schools. In addition, it allows the offering of quality services adapted to the educational needs of students and potential applicants. The objective of this study was to design an educational marketing plan for this educational level, using a mixed research approach. Systematic, empirical, and critical processes were applied, as well as quantitative and qualitative data analysis. The data collection instruments were addressed to the target population, that is, third-grade students from seven secondary schools in the city of Tulancingo, Hidalgo, and their parents. Based on the results obtained, positioning, loyalty, and attention strategies were proposed for the applicants and the students of the campus where the research was carried out. These strategies can be used by other educational institutions of the same level.
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