Plan de marketing digital para el posicionamiento de la empresa Canadian School en la Ciudad de Riobamba

Abstract

The company Canadian School lacks a strong digital presence on social media despite having a website. Therefore, the research aimed to propose a digital marketing plan by developing suitable strategies and tactics to position the Canadian School in the city of Riobamba in 2023. The methodology used a mixed approach (quantitative and qualitative), and the research had descriptive scope. A non-experimental cross-sectional design was used, and the study type was field research to gather information through methods, techniques, and instruments, including an interview with the CEO of the company and a survey applied to a sample of the Economically Active Population (EAP) in the city of Riobamba. Through the applied methodology, it was determined that Canadian School lacks knowledge about digital marketing, does not use digital tools for advertising to increase sales, and lacks planning aligned with digital marketing activities. It is concluded that information obtained from bibliographic sources provided theoretical support for the research, acquiring knowledge about digital marketing and positioning. In addition, strategies were established, including content generation, website redesign, establishment of an online educational platform, and creation of a YouTube channel.