Plan de comunicación estratégica y marketing digital para UTPL TEC

Abstract

Abstract: This curricular integration project titled "Strategic Communication and Digital Marketing Plan for UTPL TEC" addresses the issue of online visibility and positioning of the Technical and Technological Unit of the Universidad Técnica Particular de Loja (UTPL TEC). The general objective of this Curricular Integration Project (TIC) is to develop a strategic communication and digital marketing plan to improve UTPL TEC's online visibility, attract more students, and strengthen its positioning in the educational market. To achieve this objective, a mixed-methods approach was used, employing qualitative methods such as in-depth interviews and content analysis, as well as quantitative methods such as surveys and web analysis. The results indicated that although UTPL TEC has a solid academic offering and competitive prices, it needs to improve its digital presence and marketing strategies. The implementation of the proposed plan will help improve UTPL TEC's digital visibility, attract more students, and strengthen its positioning in the educational market. Keywords: communication strategies, strategic.