Plan de comunicación estratégica y marketing digital de una empresa turística de la ciudad de Quito

Abstract

Abstract: This curricular integration work is aimed at the development of a Strategic Communication and Digital Marketing Plan for a tourism company and to strengthen its presence on social networks. First, it began with an evaluation and direct observation to diagnose the state of the company in order to identify the weaknesses that limit the company in its objective of being more visible on the platforms. Then, a whole process of in-depth research was carried out in order to obtain results that allow the development of strategies to develop the strategic communication and digital marketing plan. A general objective was defined that seeks to strengthen its positioning through strategies that allow increasing the presence on social networks by improving the engagement of the company and through this, two specific objectives were created that allow diagnosing the management of communication and digital marketing, accessing the development of the strategic and tactical plan to carry out an advertising campaign with a creative strategy for the tourism company.