Plan de marketing y comunicación digital para Subliprintex

Abstract

Abstract: This Curriculum Integration Project aims to analyze the relevance of strategic communication and digital marketing as fundamental tools for strengthening and positioning Subliprintex, a company dedicated to the personalization of home textile products. The research was developed using a mixed methodological approach, combining qualitative and quantitative techniques that allowed for a comprehensive view of the company's communication situation and the perception of its target audiences. For data collection, instruments such as document analysis, customer surveys, and in-depth interviews were applied, which facilitated the identification of weaknesses, opportunities, and potential in the management of digital channels. The results show that limited communication planning and the absence of a structured digital strategy directly affect the visibility, coherence, and positioning of the brand in digital environments. Furthermore, it was determined that the implementation of communication aligned with strategic objectives contributes to strengthening corporate identity, improves user interaction, and fosters brand recognition. In this context, the study highlights the importance of strategically managing digital communication as a key element to drive Subliprintex's growth, competitiveness, and sustainability within an increasingly digitized and competitive market.