Plan de marketing y comunicación digital para la empresa Relojería Pavón

Abstract

Abstract: This Curriculum Integration Project analyzes the problem associated with the limited digital presence of traditional micro-enterprises in the watchmaking sector in Quito, Ecuador, using Pavón Watchmakers as a case study. The main objective was to develop a digital marketing and communication plan to strengthen their digital presence and contribute to their subsequent positioning and competitiveness. A mixed-methods approach was used, combining qualitative and quantitative techniques, which allowed for a digital communication diagnosis using tools such as SWOT analysis, surveys, interviews, and observation. The results show that the diagnosis provided a clear and structured understanding of the existing problem, which in turn enabled the development of a marketing and communication plan tailored to the stated objectives and the company's specific circumstances. The proposal of this work consists of a digital strategy for micro-enterprises in the artisan sector, which aims to nurture the identity of.