Fernández Zaragoza, María2024-07-042024-07-042024-07-03https://hdl.handle.net/10115/36735Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Alberto Tomás Delso VicenteThis thesis seeks to explore an effective marketing plan for La Molisana, a brand searching to enhance its presence and influence in the Spanish market. It delves into operational marketing, which involves the day-to-day activities that drive immediate results, and strategic marketing, which focuses on long-term goals and the overall direction of the brand. As the main concern for La Molisana is increasing brand awareness, which can be challenging in a the saturated market where it operates, the thesis places special emphasis on developing a digital strategy centered on influencer marketing, using the power of social media influencers to connect with the target audience in a more genuine and impactful way.engMarketing planbrand awarenessinfluencer marketinginfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess