Plan de marketing y comunicación digital para la agencia Sunin

Abstract

Abstract: This Integrated Curriculum Project (ICT) proposes the design of a Digital Marketing and Communication Plan for the Sunin agency, with the aim of strengthening its positioning and competitiveness in the Guayaquil and Samborondón markets. This initiative arises from an initial diagnosis that revealed a limited digital presence of the brand. The study was developed using a mixed-methods research approach that offers a comprehensive view of the company's current situation, applying qualitative and quantitative techniques such as document review, direct observation, in-depth interviews, a census, and social media analysis. In this way, it is expected to provide the agency with a strategic roadmap that will allow it to strengthen the management of its digital communication and marketing actions through data-driven planning, thus favoring resource optimization and customer loyalty.