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Estrategias de marketing efectivas para posicionar la marca ´Palmira lo tiene todo´en el mercado turístico
(Universidad Santiago de Cali, 2025-06-18) Caicedo Salazar, Jessica; Angulo Avendaño, María Elizabeth; Suarez Macedo, Neicy Johana
This case study addresses the design of tourism marketing strategies in the city of Palmira, with the aim of identifying opportunities to increase tourism and improve the perception of the destination. Tourism in Palmyra is contextualized, highlighting its cultural and natural potential, as well as the challenges it faces in terms of visibility and promotion. The methodology used includes a review of specialized literature and the analysis of successful cases in other regions, which allows for the establishment of a theoretical framework for best practices in tourism marketing. Preliminary results suggest that, although Palmyra has significant attractions, more effective promotion and communication strategies are needed to attract a greater number of visitors, thus optimizing its positioning as a tourist destination. This study lays the foundation for the development of a comprehensive marketing plan to boost tourism in the city.
Inseguridad Objetiva Y Costos No Operacionales: Estudio De Micronegocios En Colombia
(Universidad Santiago de Cali, 2025-06-25) Marian Ballesteros, Cathein Johana; Caicedo, Juan Esteban; Rincón Valencia, Luz Angela; Sarria Agudelo, Andrés Felipe
This study examines the relationship between objective insecurity and non-operational costs in microbusinesses in Colombia, considering their significant contribution to the country's economic structure and employment generation. The objective is to determine how crime affects additional business expenses, impacting profitability and sustainability. The research follows a quantitative, descriptive-correlational approach, utilizing secondary data from national sources such as the Microbusiness Survey (DANE) and the Statistical Information System on Crime and Misdemeanors (SIEDCO). Statistical analysis techniques, including multiple linear regression and correlation coefficients, were employed. The results indicate a positive relationship between crime rates and non-operational costs, with theft and extortion being the most economically impactful crimes. These costs vary depending on geographical location, economic sector, and business profile. The study highlights the need for effective public policies to alleviate the financial burden imposed by crime and enhance the resilience of microbusinesses.
Estrategias de marketing digital implementadas en huella fit
(Universidad Santiago de Cali, 2025-06-26) Andrade Aza, Eveling Marcela; Rico Gómez, Luisa María; Ortega Castañeda, Luz Aleidy
This case study analyzes the digital marketing strategies implemented by Huella Fit, a food company focused on selling healthy, organic products brought from the farm to the table of the Huella Fit farmers. The research was conducted with the primary purpose of evaluating the effectiveness of the digital marketing strategies used to attract and retain customers associated with the brand, as well as its positioning on digital platforms. The research approach was qualitative and based on obtaining information from secondary sources in related academic databases and content analysis of social media posts. Among the main findings, it was identified that storytelling, engaging content, and paid advertising were the greatest drivers of visibility and engagement. Furthermore, it was evident that the dynamic adaptation to digital trends and participation in fairs and exhibitions have strengthened the brand's differentiation in the market.
Lavado verde: cuando la sostenibilidad es solo una etiqueta
(Universidad Santiago de Cali, 2024-12-04) Cifuentes Ortiz, Luisa María; Villada Bravo, Camila; Suarez Macedo, Neicy Johana
The following article examines the phenomenon of greenwashing, a practice where companies exaggerate or falsify their commitment to sustainability. Through a qualitative analysis of literature and Colombian regulations, the article explores cases of companies involved in these practices, their impact on consumer trust, and the sanctions imposed. It also reviews Colombian regulations such as Law 1480 of 2011 and Decree 1369 of 2014, which aim to regulate misleading advertising related to sustainability. The study concludes that greater corporate transparency and stricter regulations are essential to effectively combat greenwashing and protect both consumers and the environment.
Resultados obtenidos del plan de vacunación contra el Virus del Papiloma Humano entre el año 2012 y el 2021 en Colombia
(Universidad Santiago de Cali, 2024-02-05) Moriones Rivera, Lina Marcela; Castillo Ayala, Jorge Enrique (Director)
The Human Papillomavirus (HPV) is a sexually transmitted virus that mainly affects women. In 2012, a vaccine for its prevention was introduced in Colombia, targeting a population of 9-year-old girls. In 2014, an event occurred where more than 500 girls exhibited different symptoms after immunization in the municipality of Carmen de Bolívar - Bolívar. The aim of this study is to analyze the results of the vaccination program in Colombia from 2012 to 2021. A comparison of national and regional coverage was conducted, revealing a significant decrease in the number of vaccinated girls due to this event. Additionally, factors influencing the results were evaluated through a review of various studies and changes in the vaccination schedule. This contributes to identifying, from a public health perspective, the issues to be considered for HPV prevention.