Creación de una marca en una IES utilizando un modelo de comunicación estratégica integrada. Caso de estudio UTPL

Abstract

Abstract: The brand of a product or service is fundamental to position itself in the market, and to achieve the top of mind in the target audience, and to achieve this it has as an ally to 360 communication (advertising, marketing, public relations and communication). This research project aims to determine a model for creating a brand, using the CIM and UTPL as a case of study. In addition, the qualitative and quantitative methodology was used, through surveys applied to teachers an administrative staff of the UTPL, where it was determined that the most effective communication channel is institutional email and CANVA. The interview conducted with the students in the classroom showed that they dearly know the institutional platforms, (traditional and digital) to say informed about the most relevant events. In addition, communication WhatsApp to get more affective feedback. He UTPL brand is recognized nationally, thanks to updates and schemes implemented by the communication and marketing department. communication.