Plan de marketing y comunicación digital para Hopkings S.A.S.

Abstract

Abstract: This Curriculum Integration project aimed to develop a Digital Marketing and Communication Plan for Hopkings S.A.S., with the purpose of strengthening its presence on social media and improving its positioning within the virtual education sector. The company exhibited low digital visibility, unstructured content, and a lack of planned communication strategies, which limited its reach and engagement compared to the competition. The research was conducted using a mixed-methods approach, combining qualitative and quantitative techniques such as direct observation, document review, in-depth interviews, and surveys administered to students. This allowed for an examination of the public's perception and the brand's communication weaknesses. The results demonstrated high levels of satisfaction with the educational services offered, as well as the need to optimize digital communication and strengthen the use of digital channels such as WhatsApp and social media within the context of virtual education. The main contribution is the design of a strategic plan that includes clear objectives, creative strategies, tactical actions, and a budget aimed at increasing engagement, attracting students, and strengthening Hopkins S.A.S. as a safe and reliable educational institution in the digital sphere. This work is based on digital marketing and strategic communication for online education.