Facebook como herramienta de comunicación para la captación de consumidores en el ámbito de la enseñanza

  1. José Antonio Vigario Castaño
Supervised by:
  1. Juan Carlos Serrano Soria Director
  2. Manuel Sánchez de Diego Fernández de la Riva Director

Defence university: Universidad Complutense de Madrid

Year of defence: 2021

  1. María Isabel Serrano Maíllo Chair
  2. Beatriz del Carmen Martínez Isidoro Secretary
  3. Esther Martínez Pastor Committee member
  4. Juan Luis de Diego Arias Committee member
  5. María José Flores Tena Committee member
  1. Derecho Constitucional

Type: Thesis


The research presented shows Facebook as a communication tool for customer acquisition in the education field, based on three main points: The relevance of advertising promotion in consumer acquisition, the undoubted importance of Social Media, particularly Facebook, and the combination of both factors in the education sector, such as informal education is.The main goal of the research is the comparative study between two consumer acquisition alternatives for a non-formal educational academy. Specifically the use of promotional and advertising flyers compared to the enormous range of possibilities that Facebook offers.The first hypothesis of the research is if the use of Facebook as a consumer acquisition tool will offer more efficient and effective results than using a more traditional method (like promotional flyers), in order to achieve the same goal...