Análisis de las estrategias de marketing en redes sociales para posicionar las micro y pequeñas empresas de servicio de capacitación online en Guayaquil

Abstract

The topic is related to the analysis of marketing strategies in social networks to position micro and small online training service companies in Guayaquil, this research aims to analyze the marketing through social networks, for the dissemination of online courses. In addition, research on the development and impact from the city of guayaquil, as well as the adaptation of the population to technological trends, on online courses. The general objective was to analyze the strategies linked to the management of social networks for the positioning of online training services, which are directly related to the attraction of new customers. A theoretical framework based on marketing is made, which is characterized by the combination and use of digital marketing strategies, and the use of current tools of interconnectivity and a large number of users on the network. The methodology used is exploratory, non-experimental, and descriptive; a mixed approach is used, the results indicate that care and service to new customers can be improved by encouraging the management of social networks and of various online courses. In conclusion, a digital marketing strategy aimed at achieving excellence in training services is a fundamental tool that allows companies to design an online strategy for business development while finding, at the same time, a market positioning in the Internet world.