Plan de Marketing Digital para el Posicionamiento de la Universidad Metropolitana, Sede Machala

Abstract

Abstract: This thesis develops a Digital Marketing Plan for the brand positioning of the Universidad Metropolitana, Machala Campus, in 2024. A comprehensive strategy is proposed that includes specific actions to increase visibility on social networks, improve positioning in search engines (SEO) and encourage the creation of content generated by the university community. Using key performance indicators (KPIs), a detailed measurement system is established to evaluate the effectiveness of each strategy and ensure the fulfillment of objectives. The plan highlights the importance of personalizing strategies and communications to align them with the needs and aspirations of potential students and their parents. The significant contribution of this work lies in the implementation of innovative tactics and the creation of an analytical framework that will allow the university not only to increase its visibility and recognition, but also to optimize its return on investment (ROI) in digital marketing. This approach ensures sustained growth and increased student recruitment.