Marketing social para generar conductas efectivas en las familias de la Iglesia Centro Bíblico de Renovación Familiar de la cuidad de Riobamba

Abstract

The following degree work "Social Marketing to generate effective behaviors in the families of the Family Renewal Bible Center in the city of Riobamba" has the purpose of proposing a Social Marketing Plan focusing on the Integral Development Center 446 Rato Feliz that works internally. The methodology was based on mixed approaches, the application of surveys to the families belonging to the center, and the interview conducted with the director of the entity to obtain her opinion on the subject of families. Similarly, strategic planning tools were applied to record the center's current situation such as the micro and macro-environment analysis, the SWOT matrix, and the Competitive Profile Matrix (CPM), which determined that the center has strengths and opportunities that are solid for its operation, making it a key player in the Church. At the same time, the center does not have families with unanimous communication at home, affecting their behavior. For this reason, we propose marketing strategies with a social focus, highlighting health, training, open houses, family integration, content marketing, online advertising using the WhatsApp social network, entrepreneurship, feedback control regarding activities, geographic segmentation, family counseling, and digital communication. The development of the proposed social marketing plan for the Center becomes a fundamental management tool for the entity and implementation in the aspect of communication and behavioral change in families. Therefore, its immediate conduct is recommended.