Maestría en Mercadeo (tesis)
URI permanente para esta colección
Examinar
Envíos recientes
Publicación Optimización en la transferencia de conocimiento mediante prototipos en mercadeo para pymes en Colombia(Universidad EAFIT, 2026-03-26) Londoño Cano, Natalia; Montoya Arbeláez, Santiago; Ortiz Pradilla, Tatiana; Echeverry Gómez, SimónAcross various sectors (such as manufacturing, commerce, services, etc.), SMEs in Colombia represent 90% of the national productive sector (DANE, 2020). Many of them have remained in the market over time thanks to traditional strategies that provide stability and maturity; however, there is no exponential growth that allows them to increase their sales, market position, or workforce. This is largely due to the barriers they face in acquiring and applying digital marketing knowledge. Various studies point out that these barriers are not only limited to how they access information, but also to its comprehension, contextualization, and implementation (Ziółkowska, 2021, as cited in Yávar et al., 2025). In this context, the purpose of this research is to identify the main inhibitors and needs that SMEs face in the adoption of digital marketing, as well as to design and validate prototypes that facilitate knowledge transfer. An exploratory qualitative study was developed, the first phase of which consisted of in-depth interviews with 20 companies belonging to four economic sectors (manufacturing, food, local services, and commerce). Based on the analysis of the findings, three low-fidelity proposals were designed to address the identified barriers. Subsequently, these proposals underwent a qualitative validation process with 10 of the 20 companies initially interviewed to evaluate dimensions such as cognitive clarity, contextual relevance, and operational feasibility. The results show that the effectiveness and subsequent applicability of the proposed solutions depend on their ability to adapt to the companies' operational reality and how technical concepts are translated into concrete actions. It is concluded that a design centered on the business user increases knowledge appropriation and implementation feasibility, thus providing a model that could be replicated in the development of future training solutions in business contexts.Publicación Construcción de una marca personal sostenible en la industria de la moda(Universidad EAFIT, 2026-03-26) Henríquez Guerrero, Lizeth; Maya Sierra, Santiago; Ceballos Ochoa, Lina MaríaPersonal branding is a brand built from an individual that offers a differential value based on what makes them unique. In the case of a fashion personal brand, this differential value generally lies in what makes a designer unique. Various studies have determined that personal brands influence satisfaction and employability, among other factors. Likewise, sustainable fashion, including movements such as slow fashion, continues to experience significant growth and tends to consolidate its relevance in purchasing decision-making in the coming years. The objective of this thesis is to integrate sustainable fashion into personal branding through the redesign of the brand-building model applicable to a sustainable fashion personal brand. The ultimate purpose is for sustainable fashion personal brands to access a tool that allows them to build powerful brands to attract fashion lovers, motivate fast fashion consumers to use this type of product, and effectively reflect the circular economy in their proposals. This exploratory and descriptive study, based on a qualitative method, focused on primary data from fashion lovers, and from experts in the industry and in sustainability topics. This allowed for a deeper understanding of Keller’s brand model and to adapt it to guide the construction of a successful and well-positioned sustainable fashion personal brand in the market.Publicación Motivadores e inhibidores para plataformas digitales en sector automotriz(Universidad EAFIT, 2026-03-06) Arango Muñoz, Juan Nicolás; Jurado Parra, Laura; Higuita Olaya, Daniel; Lizcano Rivera, Doria ConstanzaAdvances in digitalization technologies have brought about progressive changes in how customers interact with brands and their various touch points. These dynamics are not foreign to sectors that, due to the nature of their products and services, developed predominantly face-to-face models, such as the automotive industry. Customer adoption of digital platforms in purchasing decisions involving a high level of involvement is not uniform and requires effort from the brands that implement them. When a consumption decision involves a significant financial investment and a high symbolic value, tensions arise related to trust, perceived risk, and the need for physical validation of the product. These tensions directly influence how customers use the available digital platforms during their decision-making process. The purpose of this research is to understand the factors that influence the interaction between customers and digital platforms in the automotive sector. The focus was not only on identifying facilitating elements but also on recognizing those aspects that act as inhibitors within the process. Regarding the methodological approach, the study was developed with an exploratory and analytical focus. Data collection was carried out through semi-structured in-depth interviews with twelve individuals with varying levels of digital experience and different degrees of involvement with the automotive industry. These differences allowed for the exploration of diverse perceptions, practices, and specificities regarding the use of digital platforms. During the analysis, it was necessary to organize the findings according to predefined categories and through analytical matrices, which allowed for the coding of information and the comparison between comments and responses. This coding was done taking into account that not all interviewees addressed the topics with the same level of depth and understanding that the interpretation of the data required considering the heterogeneity of their experiences. It became evident that interaction with digital platforms in the automotive sector cannot be explained solely by the interviewees' level of technological familiarity: the management of perceived risk and the need for cognitive control emerged as central elements within the decision-making process. The results suggest that trust is not built immediately, but rather develops gradually throughout the customer journey. In this study, digital platforms were primarily conceived as support tools for exploring alternatives, comparing options, and reducing pre-purchase uncertainty, rather than as channels geared toward directly closing the transaction. Similarly, the expectation of a hybrid journey was identified, in which the digital environment serves a preparatory function, while the in-person experience becomes relevant as a final validation stage. Among the factors that inhibit digital interaction were the inability to conduct physical product inspections, the lack of clear signals of formality and institutional support, and the perceived complexity associated with information overload. These elements can negatively influence users' willingness to progress within the digital environment. The findings should be interpreted within the qualitative scope of the study. However, the results provide empirical evidence for understanding how digital platforms are used in high-involvement contexts within the automotive sector. This work provides relevant input for the design and development of digital solutions that consider, in an integrated manner, the functional and emotional aspects involved in the user's decision-making process.Publicación Del match a la interacción : motivaciones y expectativas en el uso de aplicaciones de citas en Medellín(Universidad EAFIT, 2025) García Guerra, Mayela Estephanie; Molina, Yaromir Muñoz; Giraldo Aristizábal, Juan CamiloPublicación Segmentación de clientes usando el algoritmo k-means para una cadena colombiana de restaurantes de comida rápida(Universidad EAFIT, 2026-03-27) Castañeda Betancur, María Paula; Giraldo Gómez, Felipe; Salazar Martínez, Carlos AndrésPublicación Prácticas de disposición final de los empaques plásticos por parte de los tutores de perros consumidores de comida natural PETMEAL y las oportunidades identificadas en esta dinámica para incorporar principios de economía circular como estrategias de mercadeo para la marca(Universidad EAFIT, 2026-02-04) Loaiza Salazar, Luisa Fernanda; Cedeño Jaramillo, Susana; Acevedo Mejía, Erika Cristina; Carmona Garcés, Isabel CristinaPublicación Plan de mercadeo para la agencia de marketing Sólida 360(Universidad EAFIT, 2025-11-05) Arango Palacio, Valentina; Villegas Martínez, María del Mar; Henríquez Díaz, Ángela MaríaPublicación Inhibidores y motivadores de la experiencia del usuario en los servicios de bienestar y prevención en salud(Universidad EAFIT, 2026) Duque Vélez, María José; Gómez Montoya, María Elizabeth; Monroy Osorio, Juan CarlosThе glоbаl incrеаsе in dеmаnd fоr prеvеntiоn аnd wеllnеss sеrvicеs hаs highlightеd thе impоrtаncе оf undеrstаnding hоw usеrs еxpеriеncе thеsе sеrvicеs. Frоm а quаlitаtivе pеrspеctivе, this rеsеаrch аnаlyzеs thе mаin mоtivаtоrs аnd inhibitоrs thаt influеncе pеоplе's аctivе pаrticipаtiоn in prоgrаms fоcusеd оn prеvеntivе cаrе аnd hоlistic wеllbеing. Rеsеаrch tооls such аs sеmi-structurеd intеrviеws аnd а fоcus grоup wеrе usеd. Thе study idеntifiеd еmоtiоnаl, lоgisticаl, аnd sоciаl pаttеrns thаt dirеctly influеncе usеrs' аdоptiоn, cоntinuаtiоn, аnd sаtisfаctiоn with wеllnеss initiаtivеs. Thе findings shоw thаt fаctоrs such аs еmоtiоnаl wеllbеing, pеrsоnаl purpоsе, cоmmunity, аnd еnjоymеnt оf thе аctivity are kеy mоtivаtоrs; whilе pооr slееp, injuriеs, strеss, аnd lоgisticаl bаrriеrs аct аs significаnt inhibitоrs. Thе еxplоration of the rеlаtiоnship bеtwееn thеsе еlеmеnts аnd thе оvеrаll pеrcеptiоn оf sаtisfаctiоn rеvеаled thаt sаtisfаctiоn dеpеnds оn thе bаlаncе bеtwееn pеrcеivеd vаluе аnd еffоrt rеquirеd. Thе rеsults prоvidе а cоmprеhеnsivе undеrstаnding fоr thе dеsign оf usеr еxpеriеncе (CX)-fоcusеd strаtеgiеs within thе hеаlth аnd wеllnеss sеctоr (а fiеld still underеxplоrеd frоm this pеrspеctivе) аnd оffеr inputs tо strеngthеn аdhеrеncе аnd sustаinаblе pаrticipаtiоn in health and prevention sеrvicеs.Publicación Motivadores para elegir al hotel Barikoke como destino turístico en Colombia(Universidad EAFIT, 2026) Lince Gómez, Laura; Bilbao Rueda, Laura; Mejía Gil, María Claudia; Gaviria Rincón, María JoséAlthough a wide variety of studies related to tourism have been identified, few have focused on the motivations behind tourist choices in the municipality of Moñitos, Córdoba (Colombia). This qualitative study was conducted through 16 semi-structured interviews aimed at identifying and exploring the motivations, expectations, and experiences related to tourism in this municipality, and specifically in the Barikoke Hotel. The interviews were carried out with individuals from socioeconomic strata 4 and 5 in the city of Medellín, Colombia. For the purposes of this research, four different profiles were identified: 1. Current Customer (CA): represented by people who have visited the hotel once or several times. Among the main findings for this profile, it can be deduced that this group likes almost everything about the hotel, from its amenities and price to the tranquility it offers. For this reason, they consider it the ideal vacation destination and return whenever possible. 2. Dissatisfied Customer (CD): characterized by people who visited the hotel once and did not have a pleasant experience. Among the main reasons they would not return is its remote location, which makes it time-consuming to reach. Additionally, half of the dissatisfied customers interviewed experienced water and electricity outages and also believe that Barikoke lacks a clear brand identity. 3. Local Visitors (VZ): These visitors are drawn to the municipality by their familiarity with the area, as it aligns with their routines and lifestyles, whether it's walking, exercising, spending time with family, or enjoying quiet activities. For them, the area represents a comfortable and accessible space that allows them to maintain their daily habits, making them receptive to discovering new options as long as they fit their daily life and offer an experience consistent with their expectations. 4. Non-Visitors, Non-Customers, Beachgoers (NVNCM): These visitors are characterized by having little connection to the area and do not consider it in their vacation plans, as they prefer more urban or practical activities. They also perceive Moñitos as a distant destination and are unaware of its advantages.Publicación Plan de mercadeo para Distridiesel del Risaralda(Universidad EAFIT, 2025) Impata Arcila, Deisy Cristina; Rivera Querubín, Santiago; Henríquez Díaz, Ángela MaríaPublicación Factores motivacionales decisión de visita concesionarios AKT(Universidad EAFIT, 2025) Arévalo Londoño, Sara; Atencio Hoyos, Diego Fernando; Mejía Gil, María Claudia; Botero Cardona, AndrésThis research studies the factors that motivate or inhibit consumers from visiting motorcycle dealerships in a context where digitization and omnichannel retailing have transformed purchasing processes. Using a qualitative and descriptive approach, it analyzes the levels of involvement, perceptions, and key factors in the decision to visit an AKT dealership in the city of Medellín. The methodology implemented combines 21 semi-structured interviews with visitors to the main showroom of this motorcycle brand with an observational analysis (participant and non-participant) that recorded 30 visits. It found that the salesperson’s attention is a decisive factor in the choice of dealership. Likewise, it was determined that the purchase decision is strongly influenced by social factors, as evidenced by the high frequency of visits in company (66 % of recorded visits). The key motivators are functionality (mobility and economy of spare parts) and the fulfillment of an emotional dream. In contrast, delays in service were identified as a significant inhibitor that discourages customers. These results show that, in the automotive sector, the customer experience at dealerships is a decisive factor that mitigates mistrust related to fears of scams or functional or quality risks in online channel sales. This understanding will enable companies to optimize their marketing strategies and improve the customer experience in a post-pandemic scenario of digital transformation, especially by leveraging the showrooms as an essential validation space for previously informed customers.Publicación Modelo de fidelización estratégica para Elcielo Hospitality Group(Universidad EAFIT, 2025) Arango Ruiz, Alejandra; Guzmán Celis, Camilo; Valencia Herrera, Elizabeth CristinaPublicación El marketing de referidos como generador de ventas y nuevos usuarios en los comercios digitales(Universidad EAFIT, 2025) Acosta Mejía, Andrés; Monroy Osorio, Juan CarlosPublicación Proceso de toma de decisiones, motivadores e inhibidores para estudiar un pregrado en STEM (Ciencia, Tecnología, Ingeniería y Matemáticas) en la Escuela de Ciencias Aplicadas e Ingeniería de la Universidad EAFIT(Universidad EAFIT, 2025) De La Roche Mesa, María Paulina; Acevedo Mejía, Erika CristinaPublicación Plan de marketing para la empresa Café Folclor(Universidad EAFIT, 2025) Vargas Sepúlveda, Benis Zarela; Sanclemente Téllez, Juan CarlosPublicación Plan de Mercadeo para IOMAS S.A.S(Universidad EAFIT, 2025) Trujillo Gómez, Gabriel Eduardo; Ruíz Jaramillo, Mary Luz; Ruíz Velásquez, María AndreaPublicación Aula global : experiencia de enseñanza aprendizaje(Universidad EAFIT, 2026) González Duque, Astrid Valeria; Mejía Gil, María Claudia; Ortiz Pradilla, TatianaPublicación Camisetas casuales masculinas en Medellín : estudio de atributos valorados y disposición a pagar(Universidad EAFIT, 2025) Builes Agudelo, Nicolás; Palomino Agudelo, Alejandro; Ceballos Ochoa, Lina MarcelaThis thesis analyzes the perceived value of men’s casual t-shirts among millennial men in Medellín belonging to socioeconomic strata 4, 5, and 6. The research arises from the need to understand how this segment evaluates functional and symbolic attributes when making purchase decisions and defining their willingness to pay. Although studies on fashion in Colombia exist, research on men’s fashion remains limited, which justifies the focus of this work. The general objective is to assess the perceived value of casual t-shirts by identifying the most relevant attributes and their influence on willingness to pay a premium. To achieve this, a descriptive quantitative approach was employed. An initial exploratory pre-test with 37 men was conducted to identify key functional and symbolic attributes, which informed the design of a survey administered to 201 participants. The analysis included descriptive techniques. The results indicate that functional attributes—comfort, material quality, fit, and design—carry greater weight than symbolic ones in purchase decisions. However, self-expression of personal style and emotional reward emerged as relevant symbolic attributes. It is concluded that functional attributes form the foundation of perceived value, while symbolic attributes influence decisions within specific segments.Publicación Plan de mercadeo. Plantas y hierbas tropicales S.A.S. – La Teresita(Universidad EAFIT, 2025) Castro Castro, María Andrea; Padilla Bedoya, Ronal Stiven; Guzmán Garzón, Catalina CeciliaColombia’s culture has long been deeply rooted in coffee consumption. However, the tea and infusions market has experienced growth since the COVID-19 pandemic, opening new opportunities for expansion in the coming years. This increase has been driven by shifting consumer preferences toward health and wellness trends. In this context, a marketing plan is proposed for a brand called La Teresita, an Antioquia-based company with more than 30 years of experience in the tea and infusions market. The objective is to strengthen its market position and build a strong connection with the young adult segment (men and women between 25 and 45 years old) in the country's main cities. The plan is based on strategic approaches focused on strengthening customer loyalty among the brand’s current clients, expanding market share to attract new consumers, and enhancing interaction and presence on social media.Publicación Plan de mercadeo The Valley Springs(Universidad EAFIT, 2025) Arellano Sanguino, Valentina; Zuñiga Raigosa, Jaime Alberto