Sistema de gestión por procesos de marketing digital para la Empresa IQ Training de la ciudad de Riobamba

Abstract

The Management System for Digital Marketing Processes for the company IQ Training located in the city of Riobamba, province of Chimborazo, is aimed at improving the advertising quality of the company through the standardization of processes. For the development of the research, an interview to the Executive Director was carried out; in addition, surveys to the Digital Marketing department were applied. A current situation analysis was also developed using the SWOT (Strengths, Opportunities, Weaknesses and Threats), IFEM (Internal Factors Evaluation Matrix) and EFEM (External Factors Evaluation Matrix) matrices. As a result, the non-existence of a Process Manual where empiricism in the development of the activities for the design and follow-up of advertising of its collaborators is eliminated, as well as empiricism and duplicity in the company's tasks. In the proposal a Process Manual was elaborated that optimizes all the resources of the company, classifying the processes, ordering them, assigning managers, increasing the quality, with the purpose of fulfilling the business objectives, delivering a profile of positions. It is recommended to use the Process Management System in the Digital Marketing department in order to increase quality and achieve continuous improvement.