Digital marketing in the professional training of the Digital Computer Systems Engineer

Abstract

Digital marketing is a recent discipline that interrelates marketing with computer systems. Its basis is to generate, from a topic related to a brand, useful and high value content to offer to the target audience in digital channels, promoting positioning and loyalty. In this scientific article, a systematization is presented that concerns the need to incorporate digital marketing as relevant and novel content in the process of professional training of the engineer in computer systems. Consequently, the theoretical conceptions associated with marketing and digital marketing are valued initially, their fundamental tools in the current administration, and finally, the pedagogical process of development of the digital marketing tools in the university training of the engineer in computer systems is modeled. The modeled pedagogical process is based on the fact that the virtual environment is an educational context in itself, formed by a system of spaces, based on foundations and principles that determine the dimensions: characterizing, conceptual, technological and personal.