Plan piloto de posicionamiento para el centro de emprendimiento de la Universidad de Cuenca. Aplicando el marketing de sentidos y relaciones públicas 2.0 en la facultad de filosofía

Abstract

The present study arises from the need to re-think communication through current elements such as public relations 2.0 and the marketing of meanings, in this case was taken as a reference the CEIUC of the University of Cuenca, which despite having national and international recognition, does not enjoy this benefit within the university community, specifically in the Faculty of Philosophy and Letters, being evident the ignorance even of the existence of this site and therefore of its institutional work, reason why a series of strategies of communication, public relations and marketing of senses have been implemented based on a theoretical revision, diagnosis, surveys, among others, which has resulted in a pilot of the CEIUC's positioning plan using as methodology the quantitative approach of cross section processing the data found using a problem tree and a SWOT matrix. The results demonstrate the absolute need to apply communication strategies for the recognition of CEIUC by the students, these strategies do not involve high costs, but an excess of creativity, which leads to conclude that the study should be extended to all University.