Marketing Digital y Comercio Electrónico

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Subject: search.filters.subject.COMUNICACIÓN

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    Procedimientos para la gestión de la reputación online y marca institucional de la Prefectura de Cotopaxi
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Sánchez Pallo, Edison Rolando; Ballesteros López, Leonardo Gabriel
    This is a social project, which through an analysis of the technological tools that will be called as: online media and social networks, which over time have been playing a role of high value and importance in public companies and private, in the same way in the daily life of the individuals that are part of the community. The investigation determines that there is an impact on the part of the online media in the management of an institution, evidenced by statistics that prove it and proposes the realization of a manual of procedures that allows an adequate management of the information presented to the community and generate an impact on the brand image of the Cotopaxi Prefecture and how it is perceived by the community. As a complement and through an in-depth analysis of the impact that online media have had and how they have influenced the behavior of institutions and citizens, the way they interact and the formation of new customs when disseminating information and the processing times of it, so that it reaches users since the appearance of social networks has totally changed the work management of the Prefecture of Cotopaxi. The purpose of the study is to contribute to the communication unit of the institution by contributing with a model that helps the correct use of online media, which the Prefecture can count on. So also detect in time how is assimilating citizenship to the brand of the institution through social networks and take the necessary actions in a particular situation. This is a starting line to constantly evaluate the situation of the brand in online media, as well as guidelines for improvement for management that can be the cause of success for the institution.
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    Marketing virtual como herramienta de posicionamiento de lácteos de Tungurahua (CONLACT).
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Vaca Castillo, Juan Carlos; Calvache Vargas, Cesar Maximiliano
    The Tungurahua Dairy Consortium (CONLACT), is located in the Parish of Huachi Loreto in Canton Ambato, the problem addressed was the inappropriate use of virtual marketing in the Tungurahua dairy consortium, due to ignorance of technological tools To promote its products, the study was able to determine how the deficient use of virtual marketing affects the positioning of the Consortium. The methodology used was: a quantitative approach due to the need for the use of a statistical model for the verification of hypotheses, the bibliographic and field modalities for the collection of information. The level of exploratory, descriptive, correlational and explanatory research, the population was 373538 people. The most relevant results were: that the social networks owned by the consortium do not make it possible to publicize the products of the associations, at present people do not use electronic commerce to make purchases of dairy products, dairy associations do not generate value added in their products. Finally, it should be emphasized that digital marketing has a close relationship with positioning, denoting an average positive correlation. Therefore, it was recommended to design a digital marketing plan.
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    Estrategias de negocio para calzado de terapia basado en Instagram
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Plúas Llamuca, Geovanni Gonzalo; Medina Chicaiza, Ricardo Patricio
    The objective of the research is to develop a business strategy based on Instagram, in the leather and therapy footwear sector. The strategy will allow to face the competition successfully, to balance the use of the resources of the companies, in favor of the development and innovation of new sources of communication, to socialize the information of its products and / or services. The present work demonstrates as a more representative problem, the insufficiency of innovation with respect to the content published in a social network Instagram, the study analyzes the topics related to the creation of a content strategy, to evaluate the satisfaction of the clients through empirical instruments such as a survey, to know the acceptability of using the Instagram application as a business strategy based on its content. The results of the strategy address seven phases: the current situation of the company, objectives, audience, editorial line, content development, publication distribution and measurement, in addition, The review of the research background and the results generated, proposed as a proposal for a content marketing plan to increase the level of interaction with customers, in other words, influence the purchase decision, this will allow to know the content (thematic, promotions, events, new services, etc.) preferred by clients.