Plan de comunicación estratégica y marketing digital para un organismo certificador en seguridad

Abstract

Abstract: The objective of this Curricular Integration Work is to improve the brand positioning of the NN corporation and has been developed to determine the importance of implementing a Strategic Communication and Digital Marketing Plan for the corporation. It is made up of 3 chapters: Chapter 1 addresses the problem, which refers to the research and analysis of strategic communication and digital marketing of the corporation that seeks to determine the starting point for brand positioning. Chapter 2 addresses the results of the analysis based on the different research tools applied, for which the descriptive exploratory methodology was used with a mixed approach based on: surveys, interviews and direct observation applied for the development of communication strategies. and making informed decisions. Finally, chapter 3, strategic communication and digital marketing plan, addresses the execution of the stated objectives, strategies, tactics and budget, in addition to the creative strategy that includes the application of the graphic line. The development of this work included the development of the strategic communication and digital marketing plan, its execution, the formulation of new actions and strategies that allow the success of the plan and also allowed us to draw conclusions and recommendations to improve the positioning of the brand.