Plan de Comunicación estratégica y marketing digital para la empresa Unidad Educativa Particular

Abstract

Abstract: The present investigation had as objective to develop a strategic communication and digital marketing plan for the Particular Educational Unit of the parish of Zámbiza, it worked with two specific objectives, the first to diagnose the management of communication and digital marketing in the educational unit and the second to propose a communication and digital marketing plan. A mixed methodology was used through several techniques, briefing, Foda, Pestel and in-depth interview. The results show that the company applies traditional marketing preventing the institution from evolving with the new digital trends and does not have a good fulfillment of the objectives, it was observed that the institution lacks a presence in social networks. For which a digital advertising campaign was proposed, through a communication plan with two objectives encompassed in increasing the recognition of the institution through a marketing plan with a message that reaches the client, thus increasing the interaction in the social networks of Facebook and Instagram and allowing the formation of a loyalty community in the institution.