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 AlbertoThe 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.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 JavierObjective: 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.Publicación Estudio de prefactibilidad para el desarrollo de una app móvil para promover la salud mental en Antioquia(Universidad EAFIT, 2024) Torres Hormechea, Laura Vanessa; Gómez Salazar, Elkin ArcesioThe objective of this prefeasibility study is to evaluate the feasibility of developing a mobile application for mental health in Antioquia, Colombia. Given the growing concern about mental disorders in the world, it is necessary to explore solutions such as an innovative tool that provides support for people who face these challenges in silence. The population of Antioquia is increasingly concerned about mental disorders. To achieve a solution, the needs and preferences of the Antioquia population will be analyzed considering the socioeconomic and cultural environment. The research involves a review of the scientific literature on mental health, an evaluation of the current state of mental health in Antioquia and a market and competitive analysis of mobile wellness applications. Information will be collected on the perceptions that the Antioquia population has about mental health, technological habits and barriers to accessing mental health care. The final purpose is to design, develop and implement the mobile application as a technological option that contributes to the well-being of users. However, it would not be an absolute solution. Since the application cannot replace the professional care of psychologists and psychiatrists. The idea is perceived as a valuable complement for those who want to work on their emotional well-being. This study will be carried out through the UNIDO methodology