Examinando por Materia "In house"

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    Modelo de agencia in house de marketing y publicidad como dinamizadora de espacios académicos y empresariales
    (Universidad EAFIT, 2024) Aristizábal Posada, Verónica; Sepúlveda Cardona, Edwin Andrés; Mejía Gil, María Claudia
    Currently in academic and business environments, marketing and advertising plays a fundamental role that allows the creation of strategies that promote the marketing of products and services. This project presents a research proposal that aims to know the relevance of the creation of a marketing and advertising agency, implemented at EAFIT University; seeking a benefit for the growth, evolution and fulfillment of the objectives of the Marketing and Innovation area in the organization. It is presented in response to the need that exists in the hiring of external advertising agencies and looking for alternatives that allow the development of effective campaigns to reach the public of interest. To address these objectives, a qualitative research was conducted to in house advertising agencies in the city of Medellin and to know the organizational scheme to identify opportunities and advantages that lead to determine the long-term impact to strengthen the internal processes of academic institutions and business organizations. In this research, a collection and analysis of primary and secondary data such as case studies and websites was carried out. A total of 9 semi-structured interviews were conducted with experts in the field of advertising, area directors in important and recognized companies in the market, which finally provided possible arguments that would allow us to determine the long-term impact of the project in order to strengthen the internal processes of academic institutions and business organizations. In this research, a collection and analysis of primary and secondary data such as case studies and websites was carried out. A total of 9 semi-structured interviews were conducted with experts in the field of advertising, area directors in important and recognized companies in the market, which finally provided possible arguments that allowed making decisions on the relevance and feasibility of establishing an in-6 house advertising agency to contribute to the advancement of communication strategies in organizations and educational institutions