Plan estratégico de marketing digital para incrementar la demanda de estudiantes en el Instituto Tecnológico Superior “Carlos Cisneros” de la ciudad de Riobamba provincia de Chimborazo.

Abstract

The objective of the following research work is to design a strategic digital marketing plan that will contribute to increase the demand of students at "Carlos Cisneros Higher Technological Institute" from Riobamba city, an non-experimental research methodology was used and crosssection with a quantitative and qualitative approach as well, the study population was based on a

sample

of Baccalaureate Students from Riobamba city with a total of 360, a sample of 139 students of the first semester from the Institute and 57 teachers, the questions that were raised are related to the handling of traditional or digital media depending on how it affects the demand of new students ; likewise, the interview was conducted with 8 Administrative and Executives, in order to obtain information about the current situation of the silver variables; The obtained results indicate that the students from baccalaureate wish to reach studies of Superior Education either of Technological level or Engineering, additionally the form used to learn about academic offers are through TV, Social Networks and Web Page, but it reflects that the Institute is not known, for this reason students recommend the use of media such as Facebook , Web page and TV, likewise the Teachers think that the students of first semester are not well informed when choosing their professional career, therefore, the creation of a vocational orientation program is requested, but without leaving behind that the Higher Technological Institute Carlos Cisneros has as strength its recognition and prestige of the best institutes in Riobamba. And as an important recommendation is that the Digital Marketing Strategies used in order to disseminate the academic offer for the Institute, it can be supported with traditional media such as TV, Radio, Newspaper, etc.