Maestría en Mercadeo (tesis)
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Publicación 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 AlbertoÍtem Motivadores de la generación Z para incursionar en el metaverso(Universidad EAFIT, 2024) Bedoya Giraldo, Alejandra; Romero Arango, Juan Pablo; Ceballos Ochoa, Lina María; Giraldo Aristizábal, Juan CamiloPublicación 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 Alejandro