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    Plan de mercadeo para el proyecto Medellín Digital Talent
    (Universidad EAFIT, 2024) Jaramillo Velásquez, Carlos Andrés; Castaño Aristizábal, Juan Felipe
    This paper aims to put forward a marketing plan for Medellín Digital Talent (MDT), a possible Ruta N’s spin off. To achieve this, was presented the company, its strategic focus, an analysis of the external and internal situation, i.e, a competitive analysis of the industry, of the external and internal environment and its variables, and was raised the swot matrix. Also, a market analysis was conducted, qualitative research, it was proposed the deployment of the marketing strategies, its budget, schedule, sales and profits forecast, control and follow-up mechanisms, and finally, lessons learned were collected. That’s how it was found that few cities supply and technological option that connects trainers, people with digital skills and companies, that communities are redefining the future, that’s not easy to differentiate if a platform doesn’t organize as a community with a sturdy value proposition, which causes immediate interest and even allows us to overcome indirect competitors; that MDT must take advantage of the ability of its main peer, Ruta N, to mobilize the city. The above can make MDT become an option for creating revenue other than renting office space; getting back part of the value is creates for Medellín. This marketing plan expectation is to comply with MDT’s needs and contributes to its development.