Establecer y diseñar una herramienta de comunicación digital que fortalezca el posicionamiento de la constructora Monape S.A.S. en el mercado de vivienda de Norte de Santander.

Abstract

This degree work done in a way of business practice, is based on establishing and designing a digital "new" tool that will help strengthen the brand positioning Contruction Monape S.A.S. at the departmental level. To comply with this objective, qualitative and quantitative descriptive level and a methodological design of field research and documentary research using as instruments of data collections structured interview, the construction of the DOFA matrix, the joint survey was raised and a observation diagnosis.

The subjects were 176 customers and the 42 employees that records the payroll of the company. The conceptual framework is relating to issues of digital communication, business marketing and digital tools.

The final product was designed for digital use and as a pilot for a print magazine by the company and is accompanied by the development of secondary activities that were established in answer to the results of the data collection.