Global evolution of educational marketing in the digital age: A bibliometric analysis of its impact on student satisfaction

Educational marketing has emerged as a crucial strategy to improve student satisfaction in an increasingly competitive and globalized academic environment. This bibliometric research aimed to analyze the evolution and trends in the scientific literature on educational marketing as a strategy for student satisfaction. A qualitative and descriptive approach with a non-experimental and longitudinal design was used. The study analyzed 201 documents extracted from Scopus, using bibliometric techniques implemented through VOSviewer and Bibliometrix. The results reveal an annual growth of 10.51% in scientific production, with significant contributions from the United States, United Kingdom, Australia and India, as well as a growing participation of Latin American countries. A core of specialized journals leading publication in this field was identified. Keyword co-occurrence analysis highlighted central themes such as higher education, e-learning and student satisfaction. The research shows an expanding interdisciplinary field, with approaches that address internationalization, the use of digital technologies and the personalization of educational services. It is concluded that educational marketing is an effective strategic tool to improve student satisfaction, retention and academic performance, highlighting the need to adapt these strategies to the rapid technological and social changes in the educational sector.