Plan de marketing y comunicación digital para la empresa Marketing School Ecuador

Abstract

Abstract: This paper presents a Digital Marketing and Communication Plan for Marketing School Ecuador, as a response to certain weaknesses identified in its strategic digital communication. These shortcomings have limited its brand positioning and connection with its audience in an increasingly competitive environment. The main objective is to strengthen the brand's identity and improve its relationship with its target audience. To achieve this, a mixed-methods approach was adopted, allowing for a diagnosis of the current situation regarding digital marketing and communication. Tools such as SWOT and PESTEL analyses, the Business Model Canvas, interviews, surveys, and direct observation of its digital channels were used. Thanks to this analysis, strengths were identified, especially in the quality of service and the training offered by the institution. Simultaneously, opportunities for improvement were identified in content programming, audience engagement, and the use of its digital platforms. Based on the information obtained, a strategic proposal is established to strengthen institutional communication, improve digital positioning, and foster a closer and more continuous relationship with users. This research proposes an applicable strategic guide that could specifically impact the expansion and consolidation of Marketing School Ecuador in the digital education sector.