Diseño de estrategias de marketing social para la atención inclusiva de personas con discapacidad auditiva, en el Distrito MIES Ambato

Abstract

The aim of this work was to design social marketing strategies for deaf people inclusion service in Distrito MIES (Ministry of Economic and Social Inclusion) Ambato. It also aimed to diagnose the current inclusion service situation. Deaf people’s communication barriers and needs were determined with this work. Surveys were conducted among their relatives and acquaintances due to deaf people’s communication issues. The technical analyst of the Disability Affairs Department was interviewed about the deaf people inclusion processes and programs of Distrito MIES Ambato. The results showed that there was lack of inclusion programs and a basic communication barrier, since 100% of those surveyed said that it was important to know Sign Language for inclusive communication. Strategies based on 7Ps of social marketing were posed in the proposal. Thus, this institution will use it as a tool to carry out projects and programs for deaf people to become more independent and take an active role in the community and family.