Marketing Digital y Comercio Electrónico
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/27879
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Item 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 GabrielThis 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.Item Modelo de e-marketing para empresas de automatización de la provincia de Tungurahua(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Carvajal Salvador, María Fernanda; Saltos Cruz, Juan GabrielAutomation security system’s companies in Tungurahua do not apply an accurate e-marketing model to create consumer’s empowerment. One of the reasons is because they do not have the knowledge in the use of technological tools. Also, because of the fear in invest money in digital media and do not receive a return on investment. The ones, who decided to invest in digital media, do not know if the tools they use are adequate to persuade consumers. This investigation determined how e-marketing model influences in consumer’s empowerment in automation system companies. The most relevant results, determined that it is necessary for companies to invest in the most used social networks and focus on the target. It is important not to neglect the websites, because there depends how consumers perceive the company position and seriousness. Finally, e-marketing model has relation with consumer´s empowerment, for this reason, it is recommended to create a digital communication plan.Item 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 MaximilianoThe 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.Item Herramientas digitales y estrategias publicitarias de las empresas de Marketing y Servicios(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Villacís Arcos, Sylvana Andrea; Córdova Aldás, Víctor HugoThe objective of this study was to analyze the types of digital tools and advertising strategies that the companies of the city of Ambato used more frequently, taking into account this city as a case study. Where it could be analyzed that people handle information according to their size and formality, without having a media planning, there are companies that manage a budget to make strategies through Internet or digital media. You can choose between public media to use advertising, the stars you can find Facebook, Instagram, WhatsApp, without leaving behind traditional media such as press, TV, Radio, Flyers. And the update or periodicity that update or receive publications according to the criteria mainly. It is for this reason that it was decided to create a strategic advertising plan to spread the services of the company. Integra2 Marketing and Services.