(Universidad de Cuenca, 2023-09-27) Albán Zamora, Sofía Alejandra; Armas Báez, Jairo Sebastián; Soto Alemán, Hernán Leonel
The main purpose of this investigation was to solve the external communication shortcomings
present in the real estate agency VIP Mandate, Houses and Apartments through a proposal for
an external communication plan focused on image, notoriety and positioning. The problem was
addressed from an analysis of the internal and external situation with a qualitative-quantitative
approach through data collection tools such as the interview with the company manager, surveys
of the public of interest and observations. In addition, in order to characterize the best strategi es
for the company, three interviews were conducted with communication experts guided by the
theory of triangulation of data. Therefore, it was concluded that it was necessary to design
strategies that were based on creativity, innovation, social value and transparency in the
management of information in order to reach the three factors mentioned above.
