Plan estratégico de marketing y comunicación digital para el centro universitario UTPL Manta

Abstract

Abstract: This study develops a Strategic Communication and Digital Marketing Plan for UTPL focused on the city of Manta, based on a diagnosis that combined SWOT, documentary review, interviews with key stakeholders, and an evaluation of social media and web platform presence. Strengths such as a strong national reputation, program diversity, and technological infrastructure were identified, as well as weaknesses in local segmentation and internal coordination. The Manta environment is characterized by an economy linked to tourism and fishing, a highly connected youth population, and a growing interest in online education. Based on these, a plan was developed that includes clear goals for increasing enrollment and digital engagement, defining priority audiences, and tactics such as SEO/SEM campaigns, audiovisual content for Facebook, Instagram, and TikTok, among others. It also proposes improving the user experience through the use of different digital channels and tools, in addition to improving communication for the recruitment process for students with certain years of experience in the market for their academic validation. This will allow UTPL to position itself with a solid image in Manta.