Universidad Católica Boliviana "San Pablo"

XII ABSTRACT The purpose of this Degree Project, 'Social Marketing Plan for the Cerebral paralysis Center, was developed with the purpose of providing alternatives for an adequate decision-making that drives the development of the institution under study. The objective is to develop a social marketing plan that allows the economic sustainability of the Cerebral paralysis Center of the city of Santa Cruz de la Sierra to be achieved, for which it was necessary to comply with the specific objectives. The present work contains the following chapters: • The first chapter shows a brief introduction related to the topic, the objectives are determined and the scope of the work will be established. • In the second chapter the theoretical framework will be presented, where the key and important concepts that will allow to approach the subject better will be seen, all the theoretical definitions will be compiled, which will serve to sustain the work. • In the third chapter, the research methodology will be presented, where the universe will be determined and the study sample in which various surveys have been conducted, showing the results and conclusions. • In the fourth chapter a diagnosis of the company is made of the current situation of the Cerebral paralysis Center, an analysis of its Strengths, weaknesses, opportunities and threats, as well as an analysis of the framework and micro environment. • In the fifth chapter the proposal is elaborated with which it is proposed to help the Cerebral Palsy Center with new income, likewise, the required budget will be elaborated with a projection for five years. • Finally, the conclusions and recommendations will be directed to the Cerebral paralysis Center so that they can be implemented and strengthen the center. KEYWORDS : Social marketing, Social marketing plan.