Plan de marketing y comunicación digital para la empresa Cori Sushi

Abstract

Abstract: This Curricular Integration Project develops a digital marketing and strategic communication plan for Cori Sushi, a Japanese restaurant located in Loja, Ecuador. Using a mixed methodology, surveys, interviews, direct observation, and document review were applied to diagnose the brand's current situation, identifying strengths such as product quality and personalized service, and weaknesses such as the absence of a structured digital plan, low consistency on social media, and limited use of tools like WhatsApp Business. Based on this diagnosis, a strategic proposal was designed that includes a content calendar aligned with the visual identity, emotional advertising campaigns, customer loyalty initiatives, and optimization of communication channels. The plan aims to increase visibility, improve interaction with the target audience, primarily young women and couples, and consolidate Cori Sushi's position in the local market. Its implementation is expected to strengthen the emotional connection with customers and promote the brand's sustainable growth.