Diseño de un Modelo de Gestión de Marketing Social, para la Unidad Judicial de Violencia contra la Mujer y la Familia de la ciudad de Riobamba; provincia de Chimborazo, período 2014 - 2015

Abstract

Domestic violence has become a worldwide phenomenon affecting mostly women and children who are vulnerable groups being physically, sexually, or psychologically abused. This thesis is a “Model of social marketing management applied in the Judicial Unit against women and family violence, in Riobamba period 2014 – 2015,” the purpose is to motivate and increase awareness in the population to report their cases if they were victims of some type of aggression, thus reducing the violence rate in the city. The main axes which support the proposed model are: motivation and prevention, as the basis for community engagement. The designed strategies have been based on the results of market research, through tools such as interviews and survey. With these arguments specific strategies have been set to get the population attention and also inspire interest to counteract this social problem through motivation, prevention, use of social network Facebook, and guerrilla marketing campaigns, in order to capture different areas of the city attention, so the budget has to be considered for the execution considering the detailed values and its investment estimates. A logo desing has been added for the Judicial Unit against women and family violence members, so they could be visually identified by the citizens. Finally, it recommended that the administration execute this model of social marketing management, which seeks to involve the population in the violence issue, promoting social change to benefit the community.