Plan de marketing digital para posicionar el sistema de seguimiento a graduados e inserción laboral de la Dirección de Vinculación ESPOCH

Abstract

Currently, the graduate tracking and job placement system does not have a digital marketing plan, which prevents the system from ranking among the top results of search engines and increasing the number of registrations of polytechnic professionals (people who graduated from ESPOCH). Therefore, the objective of this research was to design a digital marketing plan through the structuring of Search Engine Optimization (SEO) strategies to position the graduate and job placement tracking system of the Dirección de Vinculación, in order to provide a digital marketing plan with SEO strategies that generate traffic in mass digital channels and increase the number of records of the target audience. For the development of the research a non-experimental methodology was used, with deductive and inductive methods, of qualitative and quantitative character, based on a field research, to a population of 376 polytechnic professionals, to whom a survey of 19 questions was applied. Through the methodology, it was determined that the graduate and job placement follow-up system does not have an adequate positioning in search engines or among the target public. It is concluded that the implementation of a digital marketing plan has a significant impact on the positioning of organizations, since it allows to promote a brand effectively. Consequently, it is essential to emphasize the importance of designing digital strategies that take into account the tastes and preferences of the target audience.