Plan de comunicación estratégica y marketing digital para la empresa Fernández, Luz & Asociados

Abstract

Abstract: This Curricular Integration Work contains three chapters explained in detail, which show how the Strategic Communication and Digital Marketing Plan for the law firm Fernández, Luz & associates is developed. This plan identifies internal and external factors of the company, as well as its strengths, opportunities, weaknesses and threats, to implement strategies that help the brand position and accept Ecuadorian citizens inside and outside the country. The tools used allowed us to understand the course of the business through surveys and observations, thanks to this the goals that the law firm has set in the short or medium term are analyzed. Techniques such as documentary review, direct observation, content analysis, in-depth interviews and analysis of results were used, which were supportive to obtain a comprehensive vision of the current situation of Fernández, Luz & associates. This project aims to help the brand adapt to new technologies, consolidate itself as a legal company, obtain the followers it wants for its social networks and keep its clients loyal.