Manejo de la imagen de Cambridge School Of Languages de la Ciudad de Ambato a través de la comunicación digital

Abstract

The present investigation originates due to the poor management of the Institutional Image of Cambridge School of Languages of the city of Ambato as well as its incomplete content provided in its social networks, mainly taking into account that an appropriate management of the Institutional Image positions and outstands Cambridge School of Languages of the city of Ambato from other language schools. In addition to granting its independence and competitiveness within the commercial field; another aspect that surrounded this investigation is the empiricism that the content provided is being managed in its social networks, where just the courses promotion have been filling the digital spaces without giving value to the stakeholders, who definitely fulfill an extremely important role in the construction of a strong and well-positioned Institutional Image. Therefore being such an important area, more attention should be paid, doing it in a more updated and professional way, empowering the stakeholders into brand ambassadors, providing quality information, creating a sense of community that revolves around the institutional philosophy where each time that valuable content is provided, participants can be engaged into. Finally, this research analyzes the shortcomings of its current management of Institutional Image and focuses on strengthening it, through an efficient and effective use of its social networks as an improvement plan.