Plan de marketing y comunicación digital para la empresa Midea Ceramica

Abstract

Abstract:This Curriculum Integration project aims to develop a Digital Marketing and Communication Plan for MIDEA CERÁMICA, a company dedicated to the import and sale of ceramic and porcelain products for construction finishes. Based on a comprehensive diagnosis, a limited digital presence and a lack of structured communication strategies were identified, restricting positioning and customer acquisition in a highly competitive market. The research was conducted using a mixed-methods approach, integrating qualitative and quantitative techniques such as document review, observation, in-depth interviews, and surveys administered to business partners. The results showed that, while the company has high-quality products and positive customer reviews, it needs to strengthen its digital visibility and optimize its communication channels. The main contribution of this study is to propose a strategic plan that integrates the use of social networks, digital catalogs, and digital advertising campaigns, aimed at improving brand positioning, audience relations, and the company's sustainable growth in the national market.