The audiovisual collection belonging to the Biblioteca Alfonso Borrero Cabal, S.J., of the Pontificia Universidad Javeriana has interesting material to the community, which has an impact on the integral development of the people; However, presents difficulties in the dissemination of content. This work developed the proposal of a plan of dissemination from the components of the marketing mix that allowed to see in a complete way the situation in which this section is currently located. In the first part, it were established aspects that guided the definition of the problematic of the audiovisual collection. For this goal, we recognized significant marketing experiences that included Information Units and specialized centers in audiovisual documentation, we also studied some generalities of the cinema viewer and its characteristics of consumption, placed the marketing as a tool for managing cultural products and lastly the methodology used and the data collection tools were described. In the second part, it was developed the marketing plan, which included the analysis of the internal and external environment. We interpreted the surveys and the collection movement in the year 2016. These data allowed us to do analysis through the DOFA matrix, from which strategies were established according to the variables of the marketing mix.