Maestría en Mercadeo (tesis)
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Publicación 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.Publicación Plan de mercadeo para Ángel Distribuciones(Universidad EAFIT, 2025) Gutiérrez Álvarez, Jessica; Botero Vásquez, María Fernanda; Sanclemente Téllez, Juan CarlosÁngel Distribuciones is a family business led by Juan Ángel Botero, who, twenty-eight years ago, made the decision to invest in his project and enter the broad world of distribution of cosmetics and personal hygiene products. During all these years, the leader has applied his managerial skills, consolidated throughout his experience and career in an empirical manner, which is why he considers that "it is time to transcend and rest", with the objective of involving his professional children to assume the role of taking the company to other levels. For the development of the project, a mixed research is carried out, which includes surveys, interviews and the collection of secondary information. In addition, the environment, the consumer, the business model and the brand differential are analyzed to identify opportunities and develop a pertinent marketing plan, according to the needs of the company and research findings.Publicación Consumo de publicidad en Tik Tok de la generación Z y los insights para lograr atracción en la etapa inicial del funnel de conversión(Universidad EAFIT, 2025) Bayter del Río, Daniela; Montes Rosas, Laura; Sepúlveda Cardona, Edwin Andrés; Gaviria Rincón, María JoséPublicación Metodologías ágiles de branding para startups tecnológicas(Universidad EAFIT, 2024) Medina Arias, Paola Andrea; Trujillo Londoño, Sebastián; Sepúlveda Cardona, Edwin Andrés; Villegas Gómez, JulianaThere are many definitions of brands; some of them are approached from different perspectives, far from the current context. New organizational models, technological and environmental changes, and general market changes are demanding a renewed vision of the construction and strategic management of brands as highly valuable assets that contribute to the sustainable growth of organizations, ranging from long-standing companies to emerging startups. The foregoing has allowed the development of a global entrepreneurship ecosystem that leverages the growth of technology-based startups dedicated to finding innovative solutions to specific problems through iterative, agile, and flexible processes, where Artificial Intelligence, data analysis, software, and engineering are fundamental pillars. These startups are devoting great efforts to obtaining venture capital investors and to the development and testing of a minimum viable product, leaving aside the relevance of brand building and its essence as a lever for growth and differentiation. This qualitative research allows for the convergence between the reality and dynamics of technology-based startups and the need to build brand essence in an increasingly demanding and changing environment. Different entrepreneurship business models are analyzed, and agile methodologies are identified as inspiration for creating one of them applied to brand building, with useful tools that allow founders and entrepreneurs a more comprehensive vision of their businesses and the generation of sustainable value for society, beyond a great product innovation.Publicación Plan de mercadeo Q’Buñuelo(Universidad EAFIT, 2024) López Ramírez, Juan José; Tobón Toro, María Antonia; Valencia Herrera, Elizabeth CristinaThe marketing plan that was carried out is an important tool to generate a roadmap that allows Q'Buñuelo, an emerging traditional coffee shop in the city of Medellin, to achieve its objectives, define and expand its target audience, differentiate itself from others, have a clear focus and reach the top of mind of consumers. The food industry, and specifically the bakery industry, is a complex market, with highly recognized competition and local experience, low differentiation, economic challenges from variables such as inflation and the post-COVID-19 scenario, but it is also characterized by its high demand, market openness and cultural acceptance, especially when offering typical products of the region that, with the right strategies, can achieve results and recognition derived from a well-defined and communicated competitive advantage. In order to achieve the objectives set in terms of growth in sales and positioning, the internal and external variables of the business and the sector were investigated in depth, in order to have clarity on those favorable and challenging aspects that are presented, and how, together with the identified strengths, the clear definition of the business, the definition of the competitive advantage, the correction or adjustment of weaknesses, the navigation of threats and the correct capitalization of opportunities, can be given focus to the brand and continue to have a growth with a clear and defined north that allows reaching the preference of the target audience. Keywords: Marketing plan, Sales, Strategies, Marketing mix, Positioning, Target market, Bakery, Inflation, Competitive advantage, Top of Mind.Publicación Plan de mercadeo para el equipo multideportivo Ragnark(Universidad EAFIT, 2025) Aceros, Edgar José; Giraldo, Juana Catalina; Tamayo Bustamante, Jairo AlejandroPublicación Plan de mercadeo para la marca Abocados de la empresa Freshcolombia(Universidad EAFIT, 2025) Vanegas Ferraro, Werner Andrés; Montoya Márquez, Verónica; Ruiz Velásquez, María AlejandraThis marketing plan is designed to consolidate the Abocados brand in the Colombian guacamole market, a high-growth sector driven by healthy eating trends and convenience. FreshColombia, the company behind Abocados, seeks to leverage its expertise in handling Hass avocado products to differentiate itself and gain local market share. This plan focuses on overcoming the challenges of brand recognition, strong competition and the lack of segment-specific information, by proposing strategies that allow Abocados to stand out for its quality, freshness and innovation. The environment analysis includes a detailed benchmarking of brands in the sector, identification of consumer trends and opportunities in the market. Based on these findings, key strategies are proposed to increase market penetration, strengthen customer loyalty and improve brand recognition. Tactics include the development of a strong digital presence, educational campaigns to highlight the benefits of guacamole and the expansion of distribution channels, both physical and digital. The plan also establishes performance indicators (KPIs) that will allow monitoring the effectiveness of the implemented actions and making strategic adjustments according to market responses. The goal is to consolidate Abocados as the preferred guacamole brand among Colombian consumers, offering a fresh, healthy product aligned with current trends in sustainability and conscious eating. With this strategy, Abocados has a roadmap to capture growth opportunities and generate long-term value.Publicación Gestión del servicio y la experiencia del cliente en el sector funerario en Colombia(Universidad EAFIT, 2025) Vargas Pineda, Jair Mauricio; Bustamante Restrepo, Juan David; mmejiagi@eafit.edu.co; mbejara@eafit.edu.coCustomer experience management has become a mandatory discussion for organizations in the last decade, although for the funeral sector this is still a topic to be explored due to studies around CX are limited. This article investigates the level of CX maturity of funeral entities in Colombia, with a mixed approach, using qualitative and quantitative methods. The methodology addressed an exhaustive review of the models proposed by CX consulting companies such as Forrester (2016) and Qualtrics (2020), as well as several semi structured in depth interviews with 14 CX experts, this process helps as a fundamental input for the design of the tool that allows to measure the level of CX maturity, which it was implemented in 20 funeral companies located in different cities in the country, making it possible to carry out a diagnosis of the sector in this field. The results reveal that funeral companies in Colombia operate at a low level of CX, although they recognize the importance of the customer experience in the delivery of the service, deficiencies were found in technological integration, the proactive design of the experience and monitoring key CX indicators. The strategies used by the sector focus mainly on the care and provision of funeral services, limiting the ability to anticipate changes in trends, needs and/or desires of clients. The limitations of the research include not finding related studies for the sector, the low participation of funeral entities and the variability in quality standard between companies in the industry. However, this study has an extremely relevant contribution to the practice of the profession, providing tools, methods, metrics, theories and strategies to improve the level of CX in funeral entities in Colombia.Publicación Plan de mercadeo para la empresa Fusión Inmobiliaria S.A.S.(Universidad EAFIT, 2025) Gutiérrez Marín, Angélica María; Velásquez Agudelo, Juliana; Rendón Montoya, Juan RodrigoFusión Inmobiliaria is a company located in eastern Antioquia, founded in 2013 by Beatriz Agudelo, who has more than twenty years of experience in the construction sector thanks to having worked in leading construction companies in Medellin. Fusión Inmobiliaria's objective is the management of real estate projects, as well as commercial and marketing management. In addition, it provides comprehensive support from the conception of the idea, product definition, and financial viability, to promotion, sale, construction, title deed and delivery. Its focus is to offer permanent and effective support to developers and investors. It also has a used real estate sales service in the department of Antioquia, mainly in the eastern Antioquia and the metropolitan area. In the current stage of Fusión Inmobiliaria, it is crucial to improve the positioning of the brand so that it is recognized by the company as a whole, and not only by Beatriz Agudelo. The objective of this marketing plan is to update the brand in order to strengthen its positioning in Eastern Antioquia, establishing solid relationships with suppliers, partners and clients.Publicación Plan de mercadeo para la Perfumería Bloom(Universidad EAFIT, 2024) Gómez Salazar, Mariana; Ceballos Cordoba, María Alejandra; Guzmán Garzón, Catalina CeciliaBloom Perfumery is a Colombian family-owned business with over 30 years in the market, dedicated to the commercialization and distribution of 100% original luxury perfumes. Despite having a long-standing presence in the market and being in a phase of expansion, the brand recognizes that it lacks a digital marketing strategy to enhance its visibility in digital media. For this reason, through a diagnosis of the internal and external context of the company and the market, a marketing plan and a strategic proposal are formulated to increase the use of various digital channels so that more people can learn about the company and increase the sale of its products.Publicación Conectando con la Generación Z : atracción de los lementos visuales en las activaciones BTL del Congreso Conamerc 2024(Universidad EAFIT, 2024) Bolaños Muñoz, Paola Alejandra; Botero Cardona, Andrés; Giraldo Aristizábal, Juan CamiloIn recent years, marketing has undergone significant evolution, focusing on providing comprehensive experiences that allow consumers to interact with and better understand products and services. This approach, known as experiential marketing, has proven to be especially effective in attracting younger audiences such as millennials and Generation Z, who, according to various studies, prefer authentic experiences over mere possession of material goods. This research aims to examine the impact of visual elements in brand activations targeted at Generation Z, with a specific focus on the Conamerc Marketing Congress in Medellín. Despite the relevance of this congress and the campaigns developed there, there is a lack of studies analyzing how these marketing efforts affect Generation Z in Medellín. To address this gap, an exploratory and qualitative research methodology will be employed, combining the use of eye-tracking technology and follow-up interviews. These techniques will evaluate how visual elements in brand activations generate attraction among Generation Z. The purpose of this study is to provide a deeper understanding of this generation's visual preferences.Publicación Plan de mercadeo Selva&Flora(Universidad EAFIT, 2024) Hernández Barrera, Simón Alberto; Luna Omaña, Camila Sofía; Henríquez Mejía, Ángela MaríaDecades ago, bringing together concepts like fashion and sustainability could be considered a challenge. On the one hand, fashion could be understood by some people as a minor issue, ignoring its social, cultural, political value and its contribution to the economy. In addition, the textile industry has been discredited for years because of its association with environmental pollution effects. On the other hand, the concept of sustainability is misunderstood because there are no clear boundaries on its scope and limitations: which activities are considered as sustainable? , what are the limitations of the production sector in terms of incorporating environmentally friendly processes? , what are the characteristics of a person who declares himself as a green consumer? The purpose of this degree work is to create a marketing plan for the sustainable fashion brand Selva&Flora. The objectives of the plan are to obtain information that contributes to the understanding of the profiles of potential customers of the brand, as well as contributing to the visibility of the brand, which is going through an important restructuring.Publicación Investigación para el posicionamiento de marca Chips Company(Universidad EAFIT, 2024) Jaramillo Hoyos, Daniela; Pérez Gómez, Laura Victoria; Restrepo Ayala, Camilo Ernesto