Plan de marketing y comunicación para la empresa Edu Luteranos CIA. LTDA

Abstract

Abstract: The purpose of this curricular integration project is to design a strategic marketing and digital communication plan for Edu Luteranos CIA LTDA., specifically the Inter-American Bilingual Educational Unit, to increase engagement and interaction within its social media and digital media channels. This was carried out using a mixed methodology and various research techniques to examine and diagnose in-depth what is happening with the institution's target audience. The objectives were achieved through diagnostics, direct observation, a survey, work specifically focused on analyzing the current situation, and finally, a proposed plan to increase interaction specifically on the social network Facebook, which was identified as its strongest digital medium and has the potential to increase and reach a wider audience. The Educational Center has been providing academic training services to the city of Cuenca, Ecuador, for 66 years, and during this time its digital channels have developed smoothly, providing information, but there is always room for improvement.