Propuesta de un plan de comunicación y marketing estratégico para empresas privadas en Cuenca

Abstract

This research is qualitative, descriptive, and bibliographic in nature. It aims to design a strategic communication and marketing plan for Cuenca private companies focusing on improving their visibility in the local market and increasing their competitiveness. A strategic communication plan is a program that seeks to coordinate all communication actions —internal and external— of a company. This plan includes specific objectives the company tries to achieve in the short, medium, and long term. A scientific literature review was conducted to build a theoretical axis to support this research. The observation of the company was used as a case model to describe communicative actions in digital and traditional media and to visualize the strategies applied. In addition, in-depth interviews were performed with experts to understand the proper execution of a communication and marketing plan and propose new strategies to enhance companies' visibility in Cuenca.