Need for training for marketing. Case San Antonio del Cantón Ibarra

Abstract

The commercial activity as part of the economy in the San Antonio Parish of the Ibarra Canton, has a dynamic that requires increasing dissemination actions and quality in the offer to its residents. The activities carried out for the dissemination and marketing of products do not always manage to create effective expectations in customers, because the employees in charge of the activity have not received effective preparation from the educational system for their development. The research used a methodology that included surveys of the local population, students and professionals in the educational sector and statistical analysis of the data collected. The results reveal the importance of the population having more information about the products, their quality and importance, based on the use of digital communication platforms where Facebook and Instagram stand out, which indicates the importance of digital marketing in this community. Educational institutions carry out general training actions that do not always promote the development of skills in students for the creation of attractive marketing to the customer and they receive the most information about the products and their location in the shopping centers of the parish. The results show that commercial activity can be increased with greater preparation and skills of employees for the development of marketing through media with emphasis on digital platforms, which can increase the development of the economy in the Parish.