Marketing Digital y Comercio Electrónico

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/27879

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    Estrategias de Marketing Digital en el Fortalecimiento y Posicionamiento del Comercio Móvil de la Ciudad de Latacunga
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Ortiz Arteaga, Rommel Edgar; Pilco Mosquera, Wilian Enrique
    The present research project arises with the purpose of making a proposal of Digital Marketing of M-Commerce or mobile commerce, applicable to the MSMEs of the city of Latacunga. It is based on an application designed to be attached and downloadable through the Android platform, under the name Commercebite, an enterprise that was born with the aim of enhancing the products and services of small corporations that wish to subscribe and be part of the catalog of options in One place. For this purpose, a quantitative, descriptive and correlational study is carried out, constituted through the application of a numerical data collection instrument that allows to know the current panorama of the positioning strategies employed by the MSMEs of this city in favor of Improve your promotion context. Through these results, it is intended to establish the guidelines for the implementation and implementation of the Commercebite entrepreneurship initiative, which is born to meet the general needs of these companies. In addition to the application, a Fan Page will be founded within the Social Network Facebook, considering that it is among the most positioned digital platforms in Ecuador and has a wide reach when it comes to disseminating content and advertising various products and services. In addition, the guidelines of the application of said proposal are established, by activities and contemplating their minimum necessary requirements. It is expected that this research project represents an innovation when designing Digital Marketing strategies applicable to multiple contexts, as well as giving rise to the birth of ventures that allow improving the context of multiple entities at the same time.
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    Estrategias de marketing digital y su impacto en el desarrollo turístico de la ciudad de Latacunga
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Arias Figueroa, Doris Fernanda; Pilco Mosquera, Wilian Enrique
    The main purpose of this research is to establish digital marketing strategies that contribute to the tourist development of the city of Latacunga, Cotopaxi Province; Because it is a city of high tourist concurrence, it is necessary and essential to apply digital marketing as a key point to boost tourism development and to cover the majority of domestic and foreign tourists entering the country. In order to develop this work it was necessary to identify the problems that focus on the inadequate digital marketing strategies and their impact on the tourist development of the city, which has caused a decrease in tourist revenues to the area; the determination of a theoretical framework that facilitated the best understanding of the subject; a methodology based on a qualitative and qualitative approach that allowed for a data collection and analysis that served to answer the research questions and check the previously established hypothesis, which resulted in accepting the hypothesis formulated: digital marketing strategies if they will improve the tourist development in the city of Latacunga; and finally the proposal that consisted in the design of digital marketing strategies that will provide a demonstration to the tourist development of the city of Latacunga through tourism promotion tools (website, fan pages, YouTube).