Plan de comunicación estratégica y marketing digital para la empresa Autoridad Portuaria de Esmeraldas

Abstract

Abstract: This curricular integration project encompasses a strategic communication and digital marketing plan for the Port Authority of Esmeraldas. It demonstrated that companies must prioritize strategic communication to position their brand, as it is currently essential for any company seeking to thrive in the market. In this case, the plan was created to strengthen the positioning of APE, which had achieved success at one point but declined over time due to neglecting its community and failing to innovate. For this reason, quantitative and qualitative techniques were used in this document to gather relevant data for the development of this plan. The techniques employed in this work within the methodology included SWOT analysis, PESTEL, and 2.0 communication, which provided quality information about its online presence. The marketing mix was also analyzed in detail, addressing the products, place, price, and promotion currently offered by the company. Other techniques used were the advertiser's brief and surveys, including the analysis of their results.