Plan de marketing para la escuela SM en la ciudad de Guayaquil.

Abstract

The purpose of this project is to show the implementation of a marketing plan adapted to the needs of the Escuela SM brand in the digital marketing schools market in Guayaquil. In order to become known all the edges involved in the project, several analyses were carried out on both microenvicon and macroenvicon, as well as a market research, the support of which is found in the surveys and in-depth interviews to the target aligned with the brand. With the qualitative and quantitative research work carried out, valuable information on direct competence, perception of the service, as well as details of the channels and influences of the purchase decision were found in the results either a course or workshop. Under this background a marketing plan was put together that covers the variables found by the investigated public, in addition to this, also proposed direct marketing tactics that will help to position the brand in the target market, thus achieving differentiation between its competitors and being chosen when looking for social media or digital marketing courses. Finally, the financial plan was developed that supports the investment of the proposed marketing plan and analyzes home costs and expenses involved in conjunction with projections in future five years, thus demonstrating the profitability with the ROI Marketing exposed and the benefits that the brand would get with initiatives like this.