Tesis Área Administración

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Browsing Tesis Área Administración by Author "Chacón Torre Joan Mateo"

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    Plan de marketing digital y social para el posicionamiento de la Fundación Compartiendo Sonrisas
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Chacón Torre Joan Mateo
    This titling project proposes the design of a digital and social marketing plan to improve the institutional positioning of Fundación Compartiendo Sonrisas, a non-profit organization located in the El Cebollar sector of Cuenca, Ecuador. The main identified problem is the foundations limited visibility and lack of corporate identity, which hinders its ability to attract allies, volunteers, and resources to sustain its social programs. In response, the general objective is to develop a strategic communication plan that integrates digital marketing tools social media, website, online content and social marketing strategies awareness campaigns, community alliances to strengthen the organizations image, credibility, and community reach. The methodology employed is qualitative with a descriptive and propositional scope, including an internal diagnostic, a semi-structured interview with the foundations director, and document review, in order to understand the current situation and implement a feasible proposal. As a result, a structured marketing plan was developed with specific actions: creation of a visual identity, activation of social media channels, management of strategic alliances, and a timeline for execution. Among the projected findings, the plan is expected to achieve greater digital presence for the foundation, increased recognition within the local community, and the formalization of at least three strategic alliances. In conclusion, the project highlights the importance of communication planning in the social sector, providing a roadmap for Fundación Compartiendo Sonrisas to strengthen its reputation and sustainably expand its community impact.