Plan de comunicación para posicionar los servicios de la empresa de capacitaciones Jatun Yachay Sovilecs ¨JYS¨ Juventud y Sabiduria C.l

Abstract

The company Jatun Yachay Sovilecs ¨JYS¨ Juventud y Sabiduria C.L did not have market studies that would help it understand the situation regarding its clients, nor did it have a communication plan that would allow it to transmit a message to the public it wanted to reach. in order to publicize and create high-level expectations of the company, therefore, the objective of the research was to propose a communication plan that facilitates the positioning of the training company Jatun Yachay Sovilecs ¨JYS¨ Juventud y Sabiduria C.L in Riobamba city . The methodology used was a mixed quantitative and qualitative approach, the level of research was descriptive; a non-experimental design was used, it was a documentary and field type of study to obtain information through methods, techniques and instruments, among which were the survey applied to a sample of the Economically Active Population (PEA) in Riobamba city. Through the applied methodology, it was possible to determine that the population in Riobamba city are consumers that still has a preference for mass media who additionally have an important identification with digital technology as they stated that through these channels they interact with companies, recommend services and keep informed in a timely manner. It is concluded that it is important to highlight that the use of universally accepted concepts allowed the company to make technical decisions supported by science.