Plan de marketing y comunicación digital para la empresa Tufiño Mueblería

Abstract

Abstract: This Curricular Integration Project aimed to design a digital marketing and communication plan for Tufiño Mueblería, in order to strengthen its positioning in the Quito artisanal furniture market. The research was developed using a mixed-methods approach, employing techniques such as document review, in-depth interviews with company executives, and customer surveys. This allowed for the identification of weaknesses in communication planning, low digital visibility, and a lack of structured campaigns. Based on the diagnosis, clear objectives, a segmented target audience, and a creative strategy aligned with the brand's artisanal identity were defined, accompanied by an action plan, timeline, and budget. The results demonstrate that the proposal constitutes a viable tool for improving customer interaction, optimizing the use of digital channels, and boosting the company's commercial growth during the academic period October 2025 February 2026.