Diseño de un plan de comunicación para potenciar la imagen corporativa de la Academia “Spoken Languages Academy Spolan”, cantón Riobamba, provincia de Chimborazo

Abstract

The following Certification work is based on a communication plan design to enhance the corporate image of the Spolan academy in Riobamba city, which has the main purpose of developing and reinforcing the academy corporate image through strategies that help us achieve the full potential of the institute. The present research was conducted among the student population of the third year of the bachelor´s term and all the stakeholders within the academy. The methodology used to determine the current situation of the company was carried out by means of a Micro as well as a Macro analysis of the corporation. Also, by using Porter´s five forces model and SWOT analysis method that allowed to gather significant information of the investigation, in the same way we used a structured communication plan due to the limited communication existence in and out of this institution. We were able to identify that the foreign Languages Academy Spolan requires a better corporate image in order to position itself in the market through advertising and promotion strategies that will be able to differentiate and settle in the minds and emotional experiences of all its internal and external customers. The current proposal puts forward a communication plan with a publicity and marketing approach with the aid of ATL and BTL strategies aimed at improving and positioning the corporate image of the company. It is recommended to implement the strategies developed on an ongoing basis, being these examples a role model to follow, subject to any change that can be considered unavoidable towards fulfilling the objectives and goals of the academy.