Prospective Students' ZMOT in ICT-Based International Universities

Abstract

The zero moment of truth (ZMOT) is a concept related to marketing that is changing gradually the traditional strategy used to select a product or service offered in the market. This concept has gained popularity among consumers due to the internet, but ZMOT has been barely analyzed during the selection process of prospective students choosing an international HEI (higher education institution). The objective of this chapter is to reflect how the combination of ZMOT, FMOT (first moment of truth), and SMOT (second moment of truth) is a successful strategy for global universities based on digital marketing to attract prospective students. An educational procedure that can be followed by technology-driven international HEIs, and by universities aiming to attract prospective students. In this sense, the authors propose a brand-new concept entitled PSA (potential for student attraction) that they apply to two campuses (Guadalajara and Mexico City) of the Tecnológico de Monterrey, Mexico.