Propuesta de E-branding académico focalizado a instituciones de educación superior por medio de un Plan Estratégico Caso: Universidad de Guayaquil.

Abstract

In today's digital world it is of capital importance, for the development of companies, to have a distinction or digital brand that characterizes them, defines them and represents them in the networks. To this must be added all organizations and institutions, mainly educational ones, which should expand their brand from national to international level, defining their strengths and their vision in the educational and social field. In response to this need, a study has been carried out at the University of Guayaquil with the aim of proposing a strategic branding communication plan to strengthen the institutional image of the University. For this, an analysis and evaluation of the current communication status was carried out. It is proposed several digital strategies that include the design of a Plan of Institutional Communication Policies, a Manual of Corporate Image, a Manual of Use and Good Practices of Social Networks, a Campaign of Socialization of Social Networks and the creation of a Communication and Information Dissemination Club (CDI), which will complement and increase communication interactively at the University of Guayaquil.