Examinando por Materia "Mercadeo interno"
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Ítem Análisis de la percepción del endomarketing en una institución de educación superior en Medellín(Universidad EAFIT, 2018) Escobar Varela, María Alejandra; Muñoz Molina, YaromirThe present proposal is of descriptive exploratory type, and intends to approach the notion of endomarketing to achieve a better understanding within the organizations, and for that, they take into account subjects such as organizational climate, internal public, orientation to the service and culture, with the final objective of acquiring the tools required in the deep analysis in the results -- The present study makes a description of the theoretical references that are directly related to the notion of endomarketing and that make inferences about the multiple denotative and connotative variables that base in structures on the internal public of companies -- In addition, reading and contrasting these sources provides the necessary elements to clarify the application of this proposal as a tool -- In addition, a description of concepts complementary of endomarketing is done, and the role they play in their application with actions focused on the internal public that have an impact on aspects such as the organizational climate and the performance of employees and that, later, have positive impacts on organizational profitability and culture alignment, is analyzed -- Besides assimilate and incorporate these conclusions, the objective will be to verify the relevance of an endomarketing strategy in in educational institutions and specifically in the university world of the Universidad Pontificia Bolivariana, located in Medellin, including workers who have a vinculation of more than six monthsÍtem Aplicación del mercadeo interno en empresas de Medellín(Universidad EAFIT, 2017) Granada Salazar, Daniela; Ramírez Correa, Juan David; Muñoz Molina, YaromirThis descriptive exploratory qualitative study aims to analyze the internal marketing strategies applied by five companies that have activity in Medellín such as Pintuco, Bavaria, Alquería, Servicios Nutresa and Argos, to consolidate a unique value-added offer, to achieve high standards of competitiveness and to develop profitability and sustainability -- The document describes a conceptual review of the topic, based on the exploration of the theoretical background, obtained from research articles indexed to scientific databases and related bibliography, to understand the variables internal marketing, internal clients and internal communication, and determine how these elements are interrelated to give rise to strategies that manage job satisfaction, corporate cohesion, sense of belonging and organizational culture -- Research includes a consideration of stakeholders that can be problematic when implementing internal marketing -- That is why it is established that outsourced workers, trade unions and workers resistant to change, are foci on which to work with special effortÍtem Diseño de una herramienta de endomarketing para empresas(Universidad EAFIT, 2017) Moreno Montoya, Diana Marcela; Bejarano Botero, Luis Mauricio; Rojas de Francisco, Laura IsabelThe present work compiles and analyzes the literature developed around the endomarketing in Colombia and Latin American countries in which its application has generated literature on its implementation -- For this purpose, the elements that constitute internal marketing are explored and case studies and methodologies applied in companies are analyzed, as well as the definitions that have been published and research results on the object of study of the endomarketing – Based on the above, we collect elements of theory and practice that allow us to propose an endomarketing tool applicable to any type of companyÍtem Elementos del marketing educativo para orientar estrategias en servicios enfocadas a los estudiantes de pregrado de la universidad EAFIT(Universidad EAFIT, 2018) Cubillos, Martha; Martínez Camacho, Karin Milena; Rojas de Francisco, Laura Isabel; Mejía Gil, María ClaudiaThis research seeks to know the elements of educational marketing focused on service, to offer a positive experience to students in higher education institutions, as well as to know the experience of undergraduate students of Universidad EAFIT in their academic training process with university welfare and academic services -- To know the experience with these services, they were divided into five themes: welfare services, user services, academic services, academic support services and infrastructure services -- The work was based on exploratory and descriptive research; a quantitative methodology is applied through a questionnaire to a sample composed of students from the different undergraduate programs of Universidad EAFIT -- Among the findings, a level of satisfaction with the academic and welfare services offered by the university stands out, as well as a high level of satisfaction with the infrastructure services of the university campusÍtem Influencia de los programas de endomarketing en la retención de talento de la generación Millennial en pequeñas y medianas empresas de Medellín(Universidad EAFIT, 2020) Galvis Rendón, Vanessa; Marín Higuita, Vanessa; Mejía Gil, Maria Claudia; Bejarano Botero, Luis MauricioThe coexistence among different generations strongly impacts the internal dynamics, the organizational culture, the labor climate and the management strategies; therefore, management must rethink its processes and programs to successfully hire people for the available vacancies of former or key employees. At the same time, companies can achieve an effective, healthy and clear communication among employees who have different characteristics, behaviors, needs and expectations due to their age.