LICENCIATURA EN COMUNICACIÓN
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Item Open Access Análisis en el manejo de las campañas comunicacionales y marketing digital en la promoción de la marca Geoparque Imbabura(Pontificia Universidad Católica del Ecuador Ibarra, 2022-04) Toro Pupiales, Heidy ShirleyThis research analyzes the use of digital marketing and communication campaigns and strategies in the dissemination and promotion of the Imbabura Geopark project, which obtained the declaration by the United Nations Organization for Education, Science and Culture (UNESCO) in April 2019, constituting an important event in the province. Under this relevant context for Imbabura, the Management Committee is created, which implements a series of academic, tourist and communication activities with the aim of socializing and promoting the brand. In this sense, the thesis focuses on examining the communication strategies and communication products developed by the representatives of the municipal Decentralized Autonomous Governments of Imbabura and the Prefecture to build, make visible and position this recognition at a local and international level. Finally, an evaluation of the management and development of the brand is carried out at the level of digital communication channels such as websites and social networks, interviews with important personalities who know about this fact, which are indicators of the scope and interaction generated by communication campaigns in their public goals.