Maestría en Mercadeo (tesis)
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Publicación Plan de mercadeo para Distridiesel del Risaralda(Universidad EAFIT) Impata Arcila, Deisy Cristina; Rivera Querubín, Santiago; Henríquez Díaz, Ángela MaríaPublicación Factores motivacionales decisión de visita concesionarios AKT(Universidad EAFIT, 2025-12-22) 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, 2025-12-02) 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, 2025-11-25) 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; Aristizábal Giraldo, 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 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 María