Examinando por Materia "Promotion"

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    Ítem
    Comunicaciones integradas de marketing para la promoción y difusión de productos y servicios de base tecnológica de cinco universidades de la ciudad de Medellín
    (Universidad EAFIT, 2019) Saldarriaga Hoyos, Alexandra; Orozco Toro, Jaime Alberto
    The city of Medellín is recognized worldwide for its ecosystem of innovation and entrepreneurship. However, the technological transfer between Universities as technology creators and companies as potential users encounters various difficulties for the social appropriation of knowledge. The purpose of this work is to identify the most appropriate Integrated Marketing Communications - CIM for the promotion and dissemination of technology-based products and services of the University of Antioquia, National University, EAFIT University, Universidad Pontificia Bolivariana and Universidad de Medellín, by a comparative analysis of these processes applied in these Higher Education Institutions of the city of Medellín. The research applies the qualitative exploratory method and semi-structured interviews to leaders of the technology transfer processes of these universities. Among the findings found, a high level of importance of the communications process is identified for the activities derived from research, development and innovation of the institutions object of this study; where it is emphasized that it is an innate action to achieve "the transfer of technologies", which is inherent to the knowledge that the groups of interest of these have. If audiences do not know what universities do in these areas, marketing would be more complicated. Even though the transfer leaders of the five selected universities consider communication important, they do not have clear strategies for disseminating and promoting technology-based products and services. With these results, it is intended to contribute to the innovation ecosystem at the city level to improve the relationship between the university and the surrounding environment based on communication as a key element to achieve it.
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    Ítem
    Concepción, gestión e intervención de la salud mental en las áreas de gestión humana
    (Universidad EAFIT, 2023) Gómez López, Elizabeth; Montoya Gómez, Nelson Enrique; Orejuela Gómez, Jonny Javier
    Objective: To investigate how mental health is conceived, promoted and intervened by Human Resources professionals in companies in Antioquia. Method: Qualitative study with descriptive approach, using a semi-structured interview to 12 Human Resources professionals in companies of Antioquia as an instrument of information collection. Results: The participants of the study are aligned with the definition of mental health issued by the OMS. Most of the promotion and prevention practices respond to compliance with legal regulations. Promotion and intervention practices are developed with our own resources and with the support of external entities. Most of the interviewees expressed that the Human Management area played a more leading role, due to the need to accompany people in the face of the uncertainty experienced as a result of the pandemic. They recommend leaders and companies in general to promote knowledge on mental health issues in order to favor support and early identification of mental health problems and to articulate the programs with the organization's strategy, while ARLs are recommended to provide support with new strategies, without discriminating the size of the company. Most of the participants state that they themselves are responsible for the care of their mental health. Conclusion: The concept of mental health corresponds to the OMS definition, practices for the promotion and prevention of health are applied, assuming a strategic role in the organization.