Comunicación estratégica 360° para el Hospital UTPL de Loja

Abstract

Abstract:Strategic communication is fundamental and key in the exercise of all organizations, for this reason in this degree work, it is proposed to define a strategic communication plan to strengthen the positioning of Hospital UTPL, improve relations with their audiences of interest while integrating advertising, sales promotion, public relations, personalized sales and direct marketing to generate relevant messages for the various channels where the company has a presence. This degree work is based on an internal and external analysis of the organization, audits of digital channels that the brand has as SEO and Social media, applying online measurement tools. With the information gathered, a communication plan is proposed with objectives, strategies, actions, schedule and budget. To know the perception that the external public has of the brand, an online survey was conducted with 315 customers of the UTPL community, teachers and administrative staff, collecting important information such as the means by which they prefer to be contacted or the type of content they would like to receive, among others.