Finance applied to marketing: analysis of investments and return on investment in digital campaigns

Abstract

In an increasingly digitalized and competitive environment, companies seek to maximize the return on their marketing investments through accurate and strategic financial evaluations to achieve effective and sustainable results. The objective of this article is to evaluate the optimization of economic resources and its impact on educational institutions in the city of Portoviejo. For this research a mixed method survey was applied to 76 parents and students of legal age during the period of April 2024. The results indicate that educational units face the need to adopt effective marketing strategies to attract and retain students, identify growth opportunities, improve the effectiveness of their strategies and increase their competitiveness. In conclusion, this study proposes to analyze the correct management of finances in the educational field, thus optimizing their economic resources and improving their impact on the generation of products and services.

Keywords:

Financial resources, Optimization, Finance, Education system, Economic analysis.