Carrera Licenciatura en Mercadotecnia

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Browsing Carrera Licenciatura en Mercadotecnia by Subject "COMUNICACIÓN EFECTIVA"

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    “El marketing sostenible y su influencia en la percepción de los servicios de la empresa EPAGAL de Latacunga”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Carranza Puco, Alex Israel; Esquivel Valverde, Angel Francisco
    This research project aims to analyze the relationship between sustainable marketing and the perception of EPAGAL’s services in Latacunga, emphasizing the importance of effectively communicating sustainable initiatives to enhance the company’s image and improve user satisfaction. Employing both qualitative and quantitative methods, surveys and interviews were conducted to collect data on citizens’ expectations and opinions. Two key tools were utilized: the Organizational Sustainability Scale to evaluate EPAGAL’s practices in environmental, social, cultural, and administrative domains, and the SERVQUAL model, which assesses perceived service quality across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The findings indicated that 65% of respondents were unaware of EPAGAL’s sustainable practices, and only 30% felt that the company effectively communicated its sustainability initiatives. Additionally, 55% rated the service quality as acceptable, while 15% deemed it unsatisfactory, revealing a significant gap between sustainable practices and public perception. It is recommended that EPAGAL implement clear protocols for collection schedules, provide staff training, and offer updates on service changes. The use of SERVQUAL will facilitate the identification of areas for improvement and necessary adjustments. Furthermore, internal employee training is crucial for effectively communicating the company’s commitment to sustainability, thereby strengthening its image and fostering long-term trust with the community.
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    “Plan de medios para el complejo Rincón de la Luna del Cantón Patate”
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Landa Changovalin, Yadira Estefania; Tixi Ramírez, Mónica Alexandra; Salguero Núñez, Cristian Stalin
    The tourism sector is one of the most important and influential economic pillars nowadays since it helps to boost the economic and social development of a sector, at the same time this sector is one of the most competitive so it is important to have a well-structured media plan to attract visitors, differentiate from competitors and position itself in the consumer's mind. Therefore, the main objective of this research work is to design a media plan for effective communication of Complejo Rincón de la Luna in Patate Canton, to achieve this objective we used bibliographic support and a mixed approach methodology, with a descriptive level, which helped to understand the situation of the complex, in addition to the observation method that allowed us to have a clearer perception of our target audience and through a data collection instrument we identified the most efficient media and communication channels. The most popular digital media selected by the users are Facebook, TikTok and the preference in receiving exclusive information by emails, on the other hand the traditional media such as Television, Radio and billboards, these media are considered very relevant when looking for and obtaining information and inspiration in tourist destinations according to their geographical area. Based on the results obtained the strategies that were proposed is the AIDA strategy in combination with ATL and BTL, this allowed us to create a comprehensive campaign that reaches a wide audience and also the specific segmentation, while the AIDA strategy allows us to create persuasive messages to the audience.