Tesis - Licenciatura en Mercadotecnia

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“Plan de medios para las MIPYMES de servicios profesionales asociadas a la Cámara de Comercio del cantón Latacunga.”
(Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Bernita Sanchez, Nayeli Alexandra; Vilema Toapanta, Mathias Nicolas; Merino Zurita, Milton
The main objective of the research is to develop a media plan that is adaptable and combines traditional and modern communication strategies. The study has a quantitative approach because statistical analysis tools were used to describe, explain and identify the main deficiencies of MiPymes. It is bibliographical because books, magazines and articles were analyzed to support the theoretical bases to support the research. It is non-experimental because the research developed does not address any variable, in addition, it is descriptive because it provides quantifiable information to diagnose the current situation. The results obtained highlight the need to adopt new technologies in the field of commercial communication to promote the visibility and positioning of MiPymes. To conclude, it is necessary to mention that the bibliographic reviews of the theoretical foundations allowed the creation of a solid guideline for the research. This led to understanding the areas in which they most need support to improve their presence in the market. Finally, the proposal to create a comprehensive and adaptable media plan responds to the needs previously identified.