Estrategias de comunicación digital y la imagen corporativa del Preuniversitario FUNDEL

Abstract

This research project aims to determine the relationship between digital communication strategies and the corporate image of the FUNDEL pre-university institution, considering the role of digital platforms in institutional positioning within the contemporary educational environment. The research is based on background information demonstrating that strategic digital communication management directly impacts the reputation, perception, and credibility of organizations, especially in the education sector. The theoretical framework addresses communication as an essential social process, applied to the organizational sphere and strengthened in the digital environment due to its dynamic, interactive, and immediate nature. Furthermore, it conceptualizes corporate image as comprised of institutional identity, image, and reputation—elements that influence public trust and the consolidation of a strong educational brand. The importance of visual consistency, institutional values, and reputation as determining factors in building a positive image is highlighted. Methodologically, the study adopts a mixed-methods approach, combining quantitative and qualitative data, with a non-experimental, descriptive, and explanatory design. Likert-scale surveys were administered to a sample of 132 students from the FUNDEL preuniversity school in the city of Ambato, supplemented by semi-structured interviews with administrators. These techniques allowed for the analysis of student perceptions, communication practices, and digital planning. Ultimately, the results show that effective management of digital channels and informative, persuasive, and interactive content strengthens the institution's image, improves its positioning, and reinforces its connection with the educational community.