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- ÍtemHerramientas digitales para la integración económica de un territorio solidario(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2023-09-18) Hernández Eraso, Dary Estefanny; Maria Fernanda GomezIn this document, the relationship between digital marketing and charitable organizations in the context of Engativá, locality number ten (10) of the Capital District of Bogotá, is addressed. The main focus is to identify how digital tools can contribute to strengthening the social economy in this locality. To begin with, a review of the evolution of technological tools is conducted, highlighting the impact of the Internet on the lives of both developed and developing countries. Emphasis is placed on the relevance of Information and Communication Technologies (ICT) in today's world. The central problem that is posed relates to the competition faced by social and charitable organizations in the locality of Engativá from external entities offering similar services. Furthermore, it is emphasized that these organizations are not adequately harnessing digital tools in their entrepreneurial projects, despite their potential to increase efficiency. The research questions revolve around the contribution of digital tools to these organizations, the specific tools that could be used in the Bogotá region, the possible impacts in various areas when implementing digital marketing, and the strategies required for its implementation. The document focuses on how digital marketing can benefit charitable organizations in the locality of Engativá. Specific tools, areas of impact, and necessary strategies for implementation are identified, underscoring the importance of leveraging digital tools to strengthen these organizations and promote the social economy in the region.
- ÍtemRevisión teórica de las herramientas de evaluación y gestión que pueden integrarse a la economía social y solidaria(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2021) Palacios Inocencio , Karen Norieth; Gomez Cuervo, Maria FernandaThe evaluation and management tools have been developed in recent decades in order to support the strategic management of organizations, their applicability and effectiveness are highly recognized in the business management of the different economic sectors, giving relevance to the use of each one of them from a mix of alternatives that allows understanding of the market dynamics in which they are immersed. However, the applicability of these tools in the solidarity economy sector has been limited for cooperative forms, being disadvantageous for any other expression of solidarity, in such a way that it must be presumed that the lack of knowledge of them within the sector puts the growth of associative, solidarity and community forms of Solidarity Economy at a disadvantage. This document intends in its first section to review the strategic tools that allow the development of alternatives in the market to achieve their conceptualization, arriving in a second section to assess each of these from the characteristics that frame the entrepreneurship proposals that arise in the solidarity economy from taking their analysis from the theoretical review.
- ÍtemCreación estratégica del producto “Ana de Nadie”(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2023-06-01) Martínez Martínez, Yurley Jasblehidy; Porras Lozano, Nelson EduardoAna de Nadie is a novel production carried out by the RCN television channel and adapted from the version of Señora Isabel from 1930; From the role of university intern in the Marketing area, the step by step executed in six months of work for the implementation of a commercial and advertising strategy will be expressed. The document exhibits the entire decision-making process on the image of the product and the impact that is to be obtained from it, the selected cast and its character on the novel; shows the spaces for taking advertising material "Claquetazo" for audiovisual, digital and press media. You will find the media plan, schedule carried out, launch events among others that make up this marketing strategy.
- ÍtemAplicación de marketing estratégico como instrumento de competitividad en la comercialización de productos masivos de empresas pymes de Bogotá(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2023) Linares Valbuena , Cristian Ferney; Martínez Alarcón, Fernando AnibalStrategic marketing is developed for the direction of a company. This type of marketing is used to achieve the goals or objectives of organizations and is based on ascertaining the needs and desires of the target market (Armstrong, 2013). It should be noted that SMEs companies to be competitive are oriented in designing an offer influenced by the market, which at the same time want to increase the commercialization of products with the integration of marketing strategies. The variations that inevitably occur in the business environment are an opportunity to understand customer habits. In this understanding, SMEs should keep in mind for their development aspects such as customer experience, innovation, alternative business models, data system, technology processes and digital operations (Angeles, 2021) in this way allow each company to achieve continuity and strengthening. The external factors that are influential in the purchasing process are: social, cultural, personal and psychological factors. Likewise, the generation of stimuli has an impact on consumer behavior. If the strategic marketing orientation is analyzed, it includes the objective of companies and their adaptation to meet the current needs of users or consumers. On the other hand, an improvement orientation in service and attention processes contributes to differentiation and creates value for users. In this way, the development of improvement in agile and simple attributes in such a way that a satisfaction to the final consumer is developed, to finally compare the value chains of the competitors and expose the differences. In this way, competitive advantage is determined (Porter, 2015). Now, it is important to improve processes to enhance the potential of SMEs in the markets and to guide strategic and operational growth.
- ÍtemAnálisis de la investigación sobre Ecomarketing, Enfocado en la Moda Circular de la Ciudad de Bogotá(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2023) Martínez Pérez, Diana Esperanza; Páez López, Ingrid Paola; Sánchez Cruz, Jeimmy Lorena; Martínez Alarcón, Fernando AníbalThe topics to be developed in this research are ecomarketing and circular fashion. In the first instance, let us know the meaning of these two concepts: the first is ecomarketing: it is the set of strategies to counteract the environmental and social impact, through sustainable development; according to Frank Belz, Ken Peattie, and Josep Gali (2013) express that "it arose as a reaction to the worst marketing practices that caused damage to the environment" (p. 35) and that through methodologies and strategies it seeks to "satisfy the needs of the present without compromising the ability of future generations to meet their needs” (p. 39), and “offer alternatives to current patterns of development, government, and business, among which are more environmentally oriented or those that they have tried to offer greater social equality” [and] “address the ecological and social problems that come with doing business”. (pp. 61 - 63). Regarding circular fashion, reference is made to the recovery, restructuring, transformation, reuse and recycling of waste from the fashion industry: Ana Méndez, Mercedes Navarro and Marta Iglesias (2022) express that circular fashion is developed through a reduction in the waste produced by the textile industries, contributing to the recovery of the environment and the conservation of natural resources. According to Ana Méndez, Mercedes Navarro and Marta Iglesias (2022) expresses that: a circular economic model, which was born as a way to stimulate economic growth hand in hand with sustainable environmental and economic development [and] reuse allows lengthening the cycle of clothing and its recycling allows it to be used as a raw material in key manufacturing processes in the circular economy. (pp. 242 -244). In general, the creation of textile products generates pollution and causes damage to the planet and for this reason, methodologies and strategies have been sought to counteract and minimize the damage caused by discarded textiles; It is possible to solve this through the commercialization of ecological products, implementing sustainable practices, in order to develop transformation processes for products that are already discarded. The link between ecomarketing and circular fashion has managed to impact and raise awareness among the final consumer. According to Lizbeth Salgado, María Subirá and Luis Beltrán (2009) "purchasing can be defined as an environmental awareness practice that reduces sources of waste and promotes recycling and reclamation of purchased materials, without adversely affecting performance requirements. of such materials" (p. 192) in addition to the increase in the consumption of products with reused textile composition, has generated great acceptance and through eco-labeling, managing to inform the consumer of the contribution they generate to the environment, buying and consuming these products , getting involved in the decision-making of the purchasing process and generating satisfaction of consumer needs and in turn contributing to the environment.
- ÍtemLas Acciones verdes en las Pymes: una apuesta por la generación de valor desde la Responsabilidad Social Empresarial en el sector manufacturero de la Ciudad de Bogotá.(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2022) Becerra Ariza, Jenifer Andrea; Martinez Alarcon, Fernando AnibalThis research will allow an approach on green actions in SMEs around corporate social responsibility in the manufacturing sector in the city of Bogotá from various points of view of different authors, thus contemplating that these actions go hand in hand in the internal and external relationship that exists between man, environment and company to generate value. Small and medium-sized companies are the main beneficiaries to achieve opportunities that allow them to strengthen in the market, carrying out actions aimed at the conservation of the environment. Strategies and actions are key to the development and growth of organizations, since different aspects were found within this research that shows that the generation of value is an incentive for consumers.
- ÍtemAula invertida como estrategia pedagógica para desarrollar la actitud hacía la matemática de los estudiantes de grado noveno(Universidad Cooperativa de Colombia, Facultad de Educación, Maestría en Educación, Bogotá, 2023) Rodríguez Perdomo, Mireya; Urbano Valderrama, Mónica Isabel; Trujillo Vásquez, Manuel Fernando; Páez Páez, Jaime AlbertoMathematics is of great importance in the development of humanity and there is no doubt that they are found in the majority of activities that are carried out on a daily basis, nowadays In the knowledge society and the rise of technologies it is almost impossible not to make use of the mathematics, for this reason it is paradoxical that being so important and constant in our lives; the mathematics is difficult for high school students to understand and apply. As indicated by Batanero et al (1994): Much of the research in the field of Mathematics Didactics arises from the observable fact that the student makes mistakes when asked to perform certain tasks providing wrong answers, regarding an evaluation pattern or simply he is not able to give any answer to her tasks. In addition, as authors such as Gómez Chacón (2003) point out, “emotional aspects and Beliefs influence the learning of mathematics", for this reason teachers do not can ignore students' attitudes towards mathematics, these could be factors influential in the school success of students in this field of knowledge and precisely positively developing these attitudes would mean changes in teaching strategies and learning. The present work entitled Flipped Classroom as a Pedagogical Strategy to develop the attitude the Mathematics of the Ninth Grade students has the purpose of carrying out the investigation in the Educational Institution Leopoldo Pizarro González de Miranda Cauca, on the flipped classroom methodology as a strategy for the development of attitude towards math for ninth grade students.
- ÍtemAgencia de marketing 360° para emprendimientos y Pymes en Colombia(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2023-05-04) Bohórquez Garavito, Eduardo Andrés; Sierra Marín , Miguel Antonio; Porras lozano, Nelson EduardoThe business idea arises from the identification of a social and economic problem in which Colombian society is immersed, associated with a great limitation on the part of citizens in general to overcome poverty and improve their living conditions, mainly in terms of income, access to education, health and other elements that contribute to a better quality of life. In essence, the business intends to address the difficulty in achieving higher levels of quality of life in the country, as pointed out by the World Economic Forum (2020), placing Colombia in 65th place out of the 82 countries studied in the Social Mobility Index ranking, giving it a score of 50.3. In other words, this means that, on average, a Colombian family living in poverty requires 12 generations to improve its quality of life, increase its income and move socially within the socioeconomic strata. Additionally, it happens that many entrepreneurships and SMEs in general have enormous difficulties to grow; due to the socioeconomic conditions in Colombia, it is very difficult to take an entrepreneurship or a small business forward. In general, this kind of initiatives are doomed to fail, or to generate only what is necessary to survive and maintain themselves with very low profit rates. Thus, the business idea is to provide a marketing agency, which meets the needs of small entrepreneurs and SMEs that want to take their business to a more competitive level, being outstanding by employing different strategies in the market to which it is directed. In this way, contributing to the growth of the local economy and improving social mobility, allowing to improve the living conditions and results of many businesses in an efficient way.
- ÍtemMarketing Relacional para la Recuperacion de Cartera en Educar Editores(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2021-11-21) Gomez Garcia, Sandra Milena; Martinez Alarcon, Fernando AnibalThe development and evolution of new technologies have generated changes in society that imply new trends and transformations from which the publishing sector cannot escape, and for which it is forced to reassess its business model and competencies. Educar Editores has a history since 1978. Throughout its history, this Editorial Group has been characterized by specializing in the publication of school textbooks, virtual textbooks, and books of General Interest, which are recognized in Colombia and Latin America. The proposal put forward for Educar Editores is to design a scheme that allows a study for each of the investment projects at a digital level and broadly determine their viability and generation of value for the company. The publishing industry must tend to seek new knowledge, work methodologies and management to adapt its offer of products and services, so that they are consistent with the demand of the users, this scheme will seek to cover these needs
- ÍtemLas estrategias y acciones de la gestión del conocimiento para la ventaja competitiva sostenible de las Pymes en la Ciudad de Bogotá(Universidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Mercadeo, Bogotá, 2022-11-23) Cortés Galindo, Yury Alejandra; Martinez Alarcon, Fernando AnibalBogotá is a city that has a diversity of entrepreneurs, who day by day struggle to maintain their dreams, they are the leaders of small and medium-sized SMEs, which are in charge of generating the largest number of jobs in the city, According to the Bogotá Chamber of Commerce (CCB), they are divided as follows: in Bogotá and the Region there are 368,584 MSMEs, of which 345,317 are micro, 18,163 small, and 5,104 medium. Of the total number of active MSMEs, 197,374 belong to the service territory, 50,017 to the industry sector, and 121,193 to the commerce sector. Despite the fact that SMEs have large projects and contribute to the decrease in the unemployment rate and the country's GDP, it seems that they are not having the best management to avoid remaining in the market. Therefore, the objective of this document is to capture what are the shortcomings that SMEs are having, the potential that characterizes them, in addition to knowing the strategies that these companies use and how they put them into practice in the field of action, it is also important the identification of the sustainable competitive advantage of each company to know how to manage it in favor and finally, but no less important is how they are putting knowledge management into practice and how it promotes it.