Plan de comunicación para posicionar la marca de la Empresa Pública ESPOCH en la ciudad de Riobamba

Abstract

The purpose of this Degree Project is the "Communication Plan to position the brand of the Public Company ESPOCH in the city of Riobamba." Beginning with research related to public companies and the bibliographic reference on the variables involved in the subject. As for the methodology applied, it has qualitative and quantitative approaches applying techniques such as surveys directed to two units of analysis, the first was applied to the directors of the Higher Education Institutions for the study and analysis of the consulting and advisory services, the second was directed to citizens from Riobamba for the study and analysis of the training service, and the interview to the company's administration with a non-experimental cross-sectional study type. On the other hand, the methods developed were inductive, deductive, synthetic, and analytical. The scientific contribution was based on the validation of the questionnaire through Cronbach's Alpha method, which resulted in a very high percentage of reliability. The proposal developed the Situational Analysis of the company, which allowed the analysis of internal and external variables that directly influence the public company, with the help of the SWOT, MEFE, MEFI, and Strategic Synthesis matrices. Subsequently, communication strategies were developed corresponding to customer service and brand positioning through the web, which was developed based on the information collected during the research.