Maestría en Mercadeo (tesis)
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Publicación Percepciones de estudiantes de pregrado de la UPB y expertos en branding frente al rediseño visual de marca de la Institución en 2021 y sus emociones asociadas a este cambio de imagen(Universidad EAFIT, 2025) Guerra Cano, Carolina; Sepúlveda Cardona, Edwin AndrésThe rebranding of an educational institution transcends the visual realm, affecting its audiences' perception and relationship with the brand. In 2021, the Universidad Pontificia Bolivariana (UPB) carried out a comprehensive transformation of its brand DNA, opting for a more avant-garde identity. This study aims to understand how undergraduate students and branding experts perceive this change and the emotions this new image evokes in them. Using a qualitative approach, an exploratory study was conducted that included semi-structured interviews and a visual perception exercise of UPB images using Eye Tracker. Results were obtained based on heat maps, opacity maps, and eye tracking with seventh- to tenth-semester students, as well as focus groups with branding experts. This research exercise identified strengths and opportunities for improvement in terms of branding and brand communication. It also contributed to enriching the reference framework, opening up opportunities for longitudinal research that analyzes the evolution of perceptions and emotions in the education sector over time. It also provides the industry and EAFIT's Master's in Marketing program with a practical case study that strengthens brand management training and encourages the application of advanced research methodologies, with a tangible impact on strategic decision-making. In conclusion, this study provided relevant information on the impact of rebranding in higher education, offering valuable insights for brand management in academic institutions.Publicación Nuevos modelos de negocio de Idiomas EAFIT, basados en tecnología y experiencia del cliente(Universidad EAFIT, 2025) Isaza Zapata, Carolina; Valencia Buriticá, Carlos Andrés; Valencia Herrera, Elizabeth CristinaPublicación Plan de marketing para nueva línea de productos de bronceado(Universidad EAFIT, 2025) Casas Agudelo, Juan Diego; Henríquez Díaz, Angela MaríaPublicación Plan de mercadeo - Ecomangueras SAS(Universidad EAFIT, 2025) Atehortúa Salazar, Pablo; Bustamente Tamayo, Jairo AlejandroPublicación Plan de mercadeo Proyecto Campus Conectado. Concesión de espacios para eventos corporativos, deportivos y académicos en la Universidad EAFIT(Universidad EAFIT, 2025) Castrillón Díaz, Biviana Maria; Holguín Carmona, Ana María; Ríos Molina, CarolinaCampus Conectado is a strategic marketing plan proposal developed for Universidad EAFIT, aimed at transforming the way the institution manages and promotes its physical spaces for external corporate, academic, and sporting events. The project stems from the recognition of a latent opportunity in the Medellín market, a city with a highly dynamic business and academic scene, where EAFIT boasts significant competitive advantages such as modern infrastructure, a strategic location, and institutional prestige. The project integrated qualitative and quantitative methodologies to diagnose internal and external perceptions, identify barriers, and validate the project´s commercial viability. Based on these findings, a relationship marketing strategy was proposed, accompanied by internal awareness-raising actions, institutional positioning, product differentiation, the implementation of a digital reservation platform, and the creation of a unified management model. The result is a roadmap that seeks not only to generate revenue for the university, but also to strengthen its ties with its surroundings, consolidate its reputation, and build a more open, collaborative, and connected organizational culture within the city´s ecosystem. Campus Conectado is projected as a sustainable institutional strategy that integrates academic, commercial, and experiential aspects into a single value proposition.Publicación Plan de mercadeo LIT(Universidad EAFIT, 2025) Perea Valois, Liceth Karina; Osorio Correa, Daniel; Valencia Herrera, Elizabeth CristinaPublicación Modelo de negocio de venta de bienes de conveniencia a través de puntos de venta móviles en sectores residenciales del sur del Valle de Aburrá en NSE 3 y 4(Universidad EAFIT, 2025) Rojas Ruiz, Sebastián; Sanclemente Téllez, Juan CarlosPublicación Plan de mercadeo Orenda Candles, emprendimiento velas artesanales(Universidad EAFIT, 2025) Roa Gómez, Eloisa; Henríquez Díaz, Ángela MaríaPublicación Plan de mercadeo Spirito(Universidad EAFIT, 2025) Tous Mendoza, María Fernanda; Henríquez Diaz, Ángelica MaríaPublicación La marca personal desde la perspectiva de la lógica dominante del servicio(Universidad EAFIT, 2025) Torres Quiñónez, Edgar Leonardo; Mejía Gil, María Claudia; Bejarano Botero, Luís MauricioPublicación Plan de emprendimiento de 4Soul Bakery(Universidad EAFIT, 2025) Jaller Cuéter, Indira; Jaller Cuéter, Sara Elena; Rojas de Francisco, Laura Isabel; Echeverry Gómez, Simón4Soul Bakery is a dessert enterprise located in the city of Medellin, which has been in the market for more than four years. During this time, the company has faced different situations that have kept it at stable sales levels, but it seeks to increase them, which is why it is proposed to create a sustainable entrepreneurship plan, which is executable and aligned with the needs of the market and consumers. For the development of the entrepreneurship plan, different qualitative instruments were used to address three categories of analysis: business, consumer and market. To understand the consumer, quantitative exploratory research was conducted through survey questionnaires and descriptive analysis. These were applied to 58 current customers of the brand and two entrepreneurs to guide real learning about financial sustainability, product promotion and growth strategies of a venture. The results allowed us to build a demographic and behavioral profile of consumers, who showed a high appreciation for the quality of the ingredients, the image of the product and the emotional experience associated with consumption. With this information, plus an understanding of market trends, competitors and 4Soul Bakery’s capabilities, tactics were established for the growth and sustainability of the venture in the short and medium term, considering operational, financial, commercial and positioning factors.Publicación Plan de mercadeo para Magneto Global México 2025-2026(Universidad EAFIT, 2025) Jaramillo Lopera, Carolina; Quiceno Piedrahita, Manuela; Sepúlveda Cardona, Edwin Andrés; Guzmán Garzón, Catalina CeciliaPublicación Plan de mercadeo para el hotel Akela Park en Medellín(Universidad EAFIT, 2025) Valderrama Gil, David; Sanclemente Téllez, Juan CarlosPublicación Desarrollo del modelo Expert para la construcción de identidad de marcas región caso : Riux-Risaralda Experiencia Universitaria(Universidad EAFIT, 2024) Murcia Rangel, Wilmar Eduardo; Echeverri Lopera, Camilo Andrés; Sepúlveda Cardona, Edwin AndrésThe need to create identity for cities, regions, and territories through city or region branding has become a cornerstone in the positioning strategy of these places in both local and global markets. The overarching goal of this thesis work is the development of a unique model that implements agile methodologies synthesized into three stages of theoretical-practical development. These stages involve engagement with communities and economic sectors, facilitating the convergence of stakeholder visions and organizational objectives. This applied research is based in the implementation of an innovative and agile model within the state of Risaralda – Colombia, aimed at constructing a brand for a university region by 2023. The detailed analysis of this case allows for a deeper exploration of the application and combination of agile methods adaptable to communities, regions, and territories, seeking to imbue identity into the mission-driven purpose of their respective sectors, thereby creating powerful and competitive brands in the market.Publicación Diseño del plan de mercadeo para Arenas Industriales(Universidad EAFIT, 2025) Angulo Medina, Sebastián; Ríos Molina, CarolinaPublicación Plan de mercadeo para la Agencia de Desarrollo Local de Itagüí - ADELI(Universidad EAFIT, 2025) Ibarra Sánchez, María Andrea; Guzmán Donado, Carolina; Henríquez, Ángela MaríaPublicación Estrategias de diversidad, equidad e inclusión en la cultura empresarial y la proyección de marca en Colombia(Universidad EAFIT, 2025) Gutiérrez Castelblanco, Juan Daniel; Mejía Restrepo, María Claudia; Restrepo Diaz, David AlejandroCurrently, more and more companies consider diversity, equity, and inclusion (DEI) as a strategic focus both within and outside their organizations. These dimensions are integrated into their communication and brand projection. Furthermore, there is a global business trend towards creating specific groups for each community, for example, for the LGBTIQA+ community, in order to promote a culture of inclusion and tolerance as the foundation of organizational culture. In some companies and multinationals, these initiatives have shown successful results; however, in Colombia and Latin America, such groups are often scarce or nonexistent, and attention to this need is often limited to superficial actions. This research aims to identify the key aspects that a company must consider when implementing diversity, equity, and inclusion strategies within its organizational culture, and how these strategies relate to the vision and business objectives, as well as brand projection and its impact on the community. The results showed that, although important steps are being taken towards the integration of diversity, equity, and inclusion in organizations, there is a significant lack of training and development in these areas.Publicación Plan de mercadeo para la empresa Tours Colombia de Naturaleza, agencia operadora de turismo enfocada al consumidor final (B2C)(Universidad EAFIT, 2025) Jaramillo Cruz, José Nicolás; López Moreno, Martha CeciliaPublicación Los viajes internacionales académicos de movilidad corta en EAFIT : valorando las etapas de la experiencia de servicio(Universidad EAFIT, 2025) Morales Duque, Wendy; Valencia Zuluaga, Fredy Alejandro; Mejía Gil, María Claudia; Ortiz Pradilla, TatianaThis study aims to evaluate the experience of participants in academic international trips organized by the School of Management at Universidad EAFIT, with the goal of designing an ideal experience applicable to the development and commercialization of future programs. The study responds to the growing demand for dynamic and practice-oriented educational experiences, driven by globalization and evolving labor market trends. In this context, the research seeks to identify the cognitive and emotional dimensions most valued by professionals in these trips, as well as to characterize the profiles of those who have participated. To achieve this, 23 interviews were conducted with individuals who have experience in these programs, analyzing the different stages of the process (before, during, and after) to determine their benefits, challenges, and barriers to access. Subsequently, the findings were triangulated with insights from eight experts, enabling the design of a prototype for the ideal experience. The results highlight that academic international trips integrate experiential learning, the development of global competencies, and the connection between theory and practice. Among the most valued aspects for participants are business visits and cultural activities. However, logistical challenges were identified, along with opportunities for improvement in the academic component through more dynamic methodologies and the need for a systematic follow-up to assess long-term impact. These insights were key in conceptualizing the ideal experience prototype, which can be offered through the Continuing Education department.Publicación Evaluación de piezas publicitarias y material pop en farmacias : un enfoque desde el neuromarketing y el comportamiento del consumidor(Universidad EAFIT, 2025) Ospina Pérez, Sebastián; Rico Viera, Estefanny; Martínez Gañán, Leydy Yohana; Gaviria Rincón, María José; Mejía Gil, María ClaudiaThis work arises from the interest of exploring whether the POP material implemented as advertising in pharmacies has a significant role, and if it can directly influence the purchasing decisions of consumers. That is why in this research we will approach POP material with a neuromarketing approach, to understand how emotions and perceptions influence consumers' purchasing decisions. This research is of a descriptive exploratory type, based on direct observation and data collection through the use of eye-tracking. The research was conducted in three points of sale of Farmacias Pasteur in the city of Medellin (Colombia), 46 participants were selected by convenience sampling at the discretion of the researchers. The equipment used was Tobii Pro Glasses 3, and instruments such as initial and final questionnaires were designed to evaluate sociodemographic variables, perception and emotions. The data were analyzed using Tobii Pro Lab software and the visual findings were related to the emotional and cognitive responses of the volunteers. The research conducted highlights that advertising placed inside pharmacies has a substantial influence on consumers' emotions and may not have a direct impact on purchase decisions. In addition, it was found that eye-catching colors and well-designed packaging have a crucial impact on visual attention, surpassing the effectiveness of advertising pieces.