El Marketing digital y su potencial aporte a la comunicación interna. Caso: Facultad de Informática y Electrónica, ESPOCH.

Abstract

The Digital Marketing in the Internal Communication of the Faculty of Electronics and Computer of ESPOCH was analyzed. For this, a non- experimental and transversal research was developed. It had a qualitative and quantitative approach. A survey was applied to 420 people, questions were raised of the digital marketing of the internal communication of the faculty. In addition, interviews to the Dean and Sub -Dean were made to know the current situation regarding to these variables and the communicational needs. Through an observations from different metrics of the digital media of the faculty were recorder. The managers and teachers are the ones who manage the digital media more and have a satisfactory perception regarding the internal communication, where the students, employees and administrators do not use the media adequately and have a low perception of internal communication, with these results were designed lines of action for the management of internal communication through digital media according to different audiences. It concludes that digital marketing has a potential contribution to the management of internal communication. It is recommendedto apply the proposal through the management of its authorities and the participation of all members of the faculty.