Plan de marketing y comunicación digital para la empresa Aguapen E.P.

Abstract

Abstract: The curricular integration project presented below aims to design a digital communication and marketing plan for Aguapen E.P. in order to improve its institutional positioning and strengthen its relationship with the Santa Elena community. The research employed a mixed-methods approach, utilizing quantitative and qualitative tools such as surveys, interviews, SEO and SEM analysis, direct observation, and SWOT analysis. The company's current situation regarding digital communication was diagnosed, identifying weaknesses such as low interaction on social media and limited content diversification. Based on these findings, a strategic-tactical plan focused on content marketing was proposed. The proposal seeks to reposition Aguapen E.P. as a company that is approachable and committed to the well-being of the Santa Elena province. This project provides appropriate tools for modernizing institutional communication.