Módulo educomunicativo de comunicación estratégica, enfocada en el marketing digital, para el programa emprende perteneciente a la organización Children International – Quito.

Abstract

Children International, an organization with over 80 years of global experience, has established itself in 10 countries under the identity of Fundación Niñez Internacional, where they implement strategies aimed at developing the skills of sponsored children and youth to combat poverty in at-risk sectors. In Ecuador, 11 community centers were built, with 5 of them scattered across the Metropolitan District of Quito. This research project will focus on the creation of an educommunicative module for strategic communication, focusing on digital marketing, for the Emprende program belonging to Community Center 3, Sperber, of Fundación Niñez Internacional. For this purpose, an organizational scheme was developed to identify the positioning of communication strategies in the digital realm. The Digital Marketing module was created based on content strategies for social media, where sponsored individuals can learn to: employ photography techniques, develop competencies for video production, and effectively manage digital marketing on Facebook, Instagram, and WhatsApp Business. Participants must interact in a participatory manner, adapting what they have learned to their entrepreneurial endeavors. Taking into account educommunicative techniques involving both internal and external communication stakeholders, the commitment of young participants to building digital spaces with increased participation between vendors and customers will be considered. With broader reach, small businesses would fulfill the mission and vision of the Foundation. In conclusion, Fundación Niñez Internacional - Quito will have the opportunity to implement this educommunicative module, progressively adapting and strengthening the ideas of young people. This thesis work will underscore the importance of prior learning in the face of competitiveness in the digital market.