Posicionamiento de marca en entornos digitales para el Instituto Superior Tecnológico Yavirac, ubicado en el Distrito Metropolitano de Quito, Ecuador

Abstract

Abstract: The purpose of this project was to help the Yavirac Institute of Tourism and Heritage to position themselves in digital channels. This project will allow to promote its academic offerings and attract a greater number of applicants to each of the technological programs it offers. For this goal a mixed methodology (quantitative and qualitative) was used, utilizing surveys and interviews, as well as an analysis of the institution's social media and website. This will allow us to analyze its current status and develop a strategy. As a result of this research, the shortcomings of the Yavirac Institute's social media presence were identified. Therefore, a digital communication plan was proposed to help achieve the stated objectives through concrete tactics and actions. This will allow the institution to gain digital recognition and attract more students.