Plan de comunicación para posicionar los servicios educativos de la Unidad Educativa Especializada Dr. Luis Benavides de la Ciudad de Riobamba

Abstract

The Unidad Educativa Especializada Dr. Luis Benavides located in Riobamba city faced significant challenges due to it lacked of a good communication plan for its adequate social recognition within social networks to show its work and offer its services. Therefore, the objective of this research was to design an effective communication plan to position the educational services of the Unidad Educativa Especializada Dr. Luis Benavides in Riobamba city, improving its social recognition and its presence on social networks. The methodology used was a mixed approach (quantitative and qualitative). The level of research was descriptive with a non-experimental cross-sectional design. It was a field study to obtain information through methods, techniques and instruments, like an interview to the director of the Unidad Educativa Especializada Dr. Luis Benavides and a survey applied to a sample of the visually impaired population of the Riobamba canton. Through the applied methodology, it was possible to determine the need to implement effective communication strategies and improve perception among this community due to this educational institution needs to be positioned within the visually impaired community. It is concluded that the design of comprehensive strategies will highlight the importance of inclusive education and its benefits for visually impaired people, as well as the social relevance of the institution in Riobamba city.