Propuesta de comunicación para entornos digitales para la Unidad Educativa Santander de la ciudad de Guayaquil, en el periodo 2024 2025

Abstract

Abstract: In a competitive world where marketing has migrated to digital and social media has become key channels for connecting with audiences, strategic communication is becoming increasingly important for achieving visibility, positioning, and loyalty. This thesis proposes a strategic communication strategy for digital environments, applied to the Santander Educational Unit, with the goal of strengthening its institutional presence, increasing brand recognition, and consolidating its digital communities. Based on a diagnosis that included an analysis of the internal and external situation, SEO evaluation, social media audits, and a survey of 241 people associated with the institution, the findings revealed weaknesses in digital communication management and the need to structure a strategy consistent with institutional objectives. In response, a communication plan is presented with concrete actions, a timeline, budget, and evaluation mechanisms. This work was born from the institution's real need to project its identity clearly, authentically, and strategically in digital environments.