Plan de marketing y comunicación digital para la empresa CEFACE S.A.S.

Abstract

Abstract: This curricular integration project develops a digital marketing and strategic communication plan for the company "CEFACE S.A.S." in the city of Loja, with the objective of solving its main problem, which is its low visibility and positioning in the online environment. Based on a situational diagnosis that merges qualitative and quantitative research, it was identified that, despite the high quality of its service, the institution has few effective digital channels to attract new students. To address this problem, strategies were designed focused on modernizing commercial management through the implementation of technological tools, the creation of valuable content on social media, and improved customer service. The implementation of this plan will allow the company to improve and strengthen its brand image, increase the acquisition of qualified leads, and enhance its competitiveness against larger institutions, demonstrating how strategic communication is a crucial element for business growth in the current education sector.