Posicionamiento comunicacional de una institución educativa privada en Quito. Caso: Colegio Johannes Kepler

In the following degree work, a campaign is presented focused on the positioning of Johannes Kepler School, this is a private educational institution located in the north of Quito, by which includes multiple advertising tools that will help meet the objective. The case study was chosen because over the years Johannes Kepler School has gone from being a small daycare (Kiddy House) in the Batán sector to being a school with about six hectares of infrastructure and more than 700 students located on the road to Nayón, despite this great growth, the school has not managed to be recognized by the target audience it wants to address, and those who do, don´t recognize all the benefits and attributes that the school has. In addition, we must take into consideration that for parents to choose an educational institution is one of the most difficult decisions, since it crucial for the future of their children and too many educational offer, parents must find an institution that stands out from the rest and offer everything parents seek and need. The research was clearly focused on parents who meet the profile of the current target audience of the school, which used mixed tools such as surveys and interviews to obtain the results for the preparation of the campaign. The proposal presented in this work will help the Brand of the school to be recognized between the competition and the general public, highlighting everything that it means and represents Johannes Kepler School through its communication, which will set a pattern for future projects in this category.

• Egile nagusia: Galeas Álvarez, Yessica Paulina (author)
• Formatua: bachelorThesis
• Hizkuntza: spa
• Argitaratua: 2018
• Gaiak: CAMPAÑAS PUBLICITARIAS; INSTITUCIONES EDUCATIVAS; QUITO-ECUADOR
• Sarrera elektronikoa: http://dspace.udla.edu.ec/handle/33000/9860