Plan de marketing digital para posicionar a la carrera de agronomía de la Escuela Superior Politécnica de Chimborazo

Abstract

In the thesis, the problem of the lack of visibility and attraction of students to the Agronomy degree at the Escuela Superior Politécnica de Chimborazo was addressed, therefore, the main objective of the research was to develop a digital marketing plan that would allow the Agronomy degree to be effectively positioned in the digital field, increasing its visibility and attracting potential students interested in this area of study. To achieve this purpose, a mixed research approach was used that combined quantitative and qualitative elements, allowing a comprehensive understanding of the phenomenon studied. The methodology used included the collection of data through surveys and interviews with students, teachers and professionals in the agricultural sector, as well as the analysis of the current digital presence of the degree and the competition. Based on this data, customized digital marketing strategies were designed, which included the creation of relevant content, the optimization of social networks and the implementation of segmented advertising campaigns. The results obtained showed a significant increase in the visibility of the Agronomy degree in digital media, as well as an increase in the interest of potential students to enroll in the institution. In addition, an improvement was observed in the perception of the educational quality of the degree and in its differentiation from the competition. In conclusion, the importance of digital marketing in the educational field is highlighted, and the need to adapt to digital trends is underlined to promote academic programs successfully. Despite the challenges encountered in the implementation, the designed digital marketing plan provides a solid basis for future actions and improvements in promoting the Agronomy degree..