Browsing by Author "Pineda-Valenzuela, Luisa Fernanda"

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    Plan de marketing digital para el área de Educación Continua de la Universitaria Agustiniana
    Pineda-Valenzuela, Luisa Fernanda; Barreto-Hernández, José Vicente
    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.