Plan de Marketing y Comunicación Digital para la empresa CETCO

Abstract

Abstract: This curricular integration project aims to design a digital marketing and communication plan for the company CETCO, located in the city of Cuenca, with the purpose of strengthening its positioning and improving its presence in digital environments. The research was developed using a mixed-methods approach, combining qualitative and quantitative techniques such as document review, direct observation, in-depth interviews, and customer surveys, which allowed for a comprehensive diagnosis of the company's communication and digital situation. The results show that CETCO has significant strengths in the quality of its products and its specialized technical service; however, it presents weaknesses related to poor digital planning, low interaction on social media, and limited brand visibility. Therefore, based on this diagnosis, a strategic plan is proposed aimed at optimizing social media management, strengthening visual identity, improving communication with the target audience, and increasing digital reach and interaction, thus contributing to the company's commercial and competitive development.