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Plan de marketing digital para el área de Educación Continua de la Universitaria Agustiniana
| dc.contributor.advisor | Barreto-Hernández, José Vicente |
| dc.creator | Pineda-Valenzuela, Luisa Fernanda |
| dc.date.accessioned | 2023-10-17T15:38:48Z |
| dc.date.available | 2023-10-17T15:38:48Z |
| dc.date.created | 2022-12-06 |
| dc.identifier.uri | http://repositorio.uniagustiniana.edu.co/handle/123456789/2441 |
| dc.description | Este estudio se concentra en la creación e implementación del plan de marketing digital para el área de Educación Continua de la Universitaria Agustiniana, con el objetivo principal de mejorar su visibilidad y reconocimiento en los canales de comunicación en línea. El proceso se divide en tres fases igualmente cruciales: diagnóstico de la situación actual, diseño de la estrategia de marketing y establecimiento del plan de acción. Inicialmente, se llevó a cabo un análisis exhaustivo de la situación actual de la organización en comparación con instituciones similares en el mercado educativo, identificando una ventaja competitiva relacionada directamente con la reputación y el reconocimiento de la universidad en el sector de la Educación Superior en Colombia. Basándose en estos hallazgos, junto con factores internos, se diseñó una estrategia de marketing digital enfocada en fortalecer áreas de mejora, acompañada de un plan de acción con indicadores de medición para evaluar el éxito de las estrategias. Los resultados evidenciaron un aumento significativo en la visibilidad del área en varios canales de comunicación en línea, logrando un crecimiento constante y positivo, cumpliendo satisfactoriamente con los objetivos establecidos en este trabajo. |
| dc.description.abstract | This study focuses on the creation and implementation of the digital marketing plan for the Continuing Education area of the Universitaria Agustiniana, with the main objective of improving its visibility and recognition in online communication channels. The process is divided into three equally crucial phases: diagnosis of the current situation, design of the marketing strategy and establishment of the action plan. Initially, an exhaustive analysis of the current situation of the organization in comparison with similar institutions in the educational market was carried out, identifying a competitive advantage directly related to the reputation and recognition of the university in the Higher Education sector in Colombia. . Based on these findings, along with internal factors, a digital marketing strategy was designed focused on strengthening areas of improvement, accompanied by an action plan with measurement indicators to evaluate the success of the strategies. The results showed a significant increase in the visibility of the area in various online communication channels, achieving constant and positive growth, satisfactorily meeting the objectives established in this work. Initially, an analysis of the current diagnosis of the organization against the market was carried out, mainly of institutes with the same or similar area, where a competitive advantage was identified directly related to the reputation and recognition of the university in the Higher Education sector in Colombia. Based on this, in addition to the distinction of internal factors, a digital marketing strategy specialized in strengthening the points to be improved was designed, and in the same way, an action plan and control of the strategies that evaluate the measurement indicators was proposed. Which, the end of this work was satisfactorily fulfilled, significantly improving the visibility of the area in the different online communication channels, demonstrating a positive and constant growth. |
| dc.description.sponsorship | Prácticas empresariales en el área de Educación Continua de la Universitaria Agustiniana |
| dc.format.mimetype | application/pdf |
| dc.language.iso | spa |
| dc.source | reponame:Repositorio Institucional UniARI |
| dc.source | instname:Universitaria Agustiniana |
| dc.subject | Plan de Marketing Digital, Uniagustiniana, Educación Continua, Estrategias de Marketing, Canales de Comunicación Online. |
| dc.title | Plan de marketing digital para el área de Educación Continua de la Universitaria Agustiniana |
| dc.type | info:eu-repo/semantics/bachelorThesis |
| dc.rights.accesRights | info:eu-repo/semantics/restrictedAccess |
| dc.rights.acceso | Restringido (Temporalmente bloqueado) |
| dc.subject.keyword | Digital Marketing Plan, Uniagustiniana, Continuing Education, Marketing Strategies, Online Communication Channels. |
| dc.type.hasVersion | info:eu-repo/semantics/acceptedVersion |
