Diseño de una propuesta de renovación del mensaje publicitario de la Universidad Católica de Santiago de Guayaquil en redes sociales, a fin de mejorar la percepción de los clientes sobre la oferta académica de la institución.

Abstract

The present research project was carried out with the purpose of establishing a proposal to improve the advertising message of the Catholic University of Santiago de Guayaquil in social networks, with the objective of encouraging the community to be part of this prestigious educational institution, within the investigation has proceeded to review the theories and foundations on which the development of communication and marketing plans are based, as well as the use of electronic media and the segregation of the target that will consume the services of the entity. In order to achieve the objectives set, the research methodology with a mixed approach was selected, that is to say; qualitative and quantitative by means of the elaboration of surveys it was possible to know the perception of the students of diverse institutions to understand the necessities that must be covered by the UCSG, with this information a proposal of renovation was developed to the advertising message of the institution redefining the public to which the advertising is oriented and the type of design that should be applied according to the campaigns to be implemented. In the future you can implement an online platform, in which you are a student, when you are informed on the website, you can enter an interactive chat, where a collaborator of the institution answers the student's questions live, or channels it to different secretaries of each faculty, in this way costs are saved in the information process, and the traffic of students from schools whose interest in choosing UCSG is not completely decided, because there were not enough tools to inform it.