Trabajo de grado - Maestría
Plan de marketing digital para las Empresas Públicas de Cali Emcali 2023
Fecha
2022-06-21Registro en:
Universidad Autónoma de Occidente
Repositorio Educativo Digital
Autor
Palacio Astudillo, Yisela Patricia
Institución
Resumen
The present work develops an integrated marketing communication plan for the
Municipal Company of Cali, Emcali for the year 2023, with the objective of increasing
the level of satisfaction of external clients and improving client-company
communication.
Implementing a digital marketing plan, in a public sector company that offers
essential services for the city and community, is of vital importance since it provides
benefits bilaterally and allows us to be in constant contact with the client, thus
achieving an optimal approach with the people who purchase the services.
To establish a Digital Marketing Plan, it is essential to know the needs of the market,
and thus generate strategies and tactics that allow a closer relationship with
customers to improve the connection between customer and brand.
The research was based on the Sostac methodology, this methodology seeks to
identify and define 6 six variables (diagnosis, objectives, strategies, tactics, actions
and control) in order to make decisions around the strategic plan of digital marketing
that best suits Emcali