Plan de Comunicación Estratégica y Marketing Digital para el Museo Arqueológico Weilbauer Porras

Abstract

Abstract: This curriculum integration project seeks to identify the importance of strategic communication and digital marketing for the Weilbauer Porras Archaeological Museum. This project focuses on the museum's core activities and products. Its objective is to develop a strategic communication and digital marketing plan to drive significant growth on social media. The methodology implemented for this project is mixed, combining qualitative and quantitative methods. This includes, in this case, document review, SWOT and PESTEL analyses, marketing mix, direct observation, content analysis, surveys, and interviews. The results obtained were favorable for the MAWP, allowing us to identify needs and opportunities for improvement in service, customer satisfaction, and adaptability to new digital tools.