Marketing digital y mejora de la relación con los usuarios: Unidad De Bienestar Estudiantil.

Abstract

Digital marketing is important to use to generate links between users and improve communication through digital media. The purpose of this research is to improve the relationship with users of the Student Welfare Unit of the Technical University of Machala with the aim of proposing a digital marketing program through market research, determining aspects such as defining the factors of digital marketing, establish the most appropriate digital marketing channels to reach the university community and identify the level of knowledge about the Student Welfare Unit services. The quantitative methodology was used with the simple random sampling which was done to students of the Technical University of Machala, identifying the population the convenience sampling was applied to 33 Marketing Engineering students through the survey to investigate the knowledge level of the students services and interaction between the students and the unit and the digital media which verified the scarce knowledge about the services and few means of digital communication to transmit information and interact with the users. With the research, it was possible to identify the factors and channels of digital marketing to reach user satisfaction and communicate through digital media with the student directly and improve the relationship.