Browsing by Author "Mina Varela, Carlos Alberto (Director)"
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Item Diseño de un plan de mercadeo para mejorar el posicionamiento de los programas de posgrados en la Universidad Santiago de Cali para el año 2022(Universidad Santiago de Cali, 2021) Cuellar Beltrán. Nelly Magdalena; Pantoja Díaz, Daniela Katherine; Mina Varela, Carlos Alberto (Director)Due to the need to promote education and specialized professional training, this research aims to design a marketing plan for postgraduate programs at the Santiago de Cali University, which implements its direction of growth strategies and positioning in the continuous improvement of its administrative processes. To achieve this objective, it is proposed to carry out an analysis of the environment (internal and external) of the Santiago de Cali University for the Pampalinda headquarters, through the use of 6 analysis tools such as: the PESTEL matrix, POAM, EFE, PCI, EFI , MPC and DOFA, in order to identify which variables are positively or negatively affecting the university, and thus have a clearer picture for the formulation of a marketing plan that contributes to the strengthening of the postgraduate area of the USC ; as well as the proposal of a monitoring and control plan. Finally, it was possible to identify that the education sector has had exponential growth, representing an increase in competitiveness among Higher Education Institutions due to the achievement of quality certifications, research production, innovative pedagogical methodologies with highly trained teachers, and the creation of new programs, among other factors that allow them to stand out among the best universities in Valle del Cauca. Also, these analysis tools made it possible to identify the weaknesses and strengths of each university, managing to quantitatively evaluate their management in different aspects.Item Efectos de la inteligencia artificial y la automatización en la prestación de servicios financieros en Colombia: revisión bibliográfica(Universidad Santiago de Cali, 2025) García Yepes, Isabella; Cabuyales Aponte, Jhonnatan Steven; Mina Varela, Carlos Alberto (Director)The article examines the impact of artificial intelligence (AI) and automated systems on the delivery of financial services in Colombia, with the aim of evaluating how these technologies have influenced operational productivity, customer service personalization, and user satisfaction, as well as the regulatory, security, labor impact, and public opinion challenges that arise with their implementation. The research follows a qualitative approach, based on a systematic review of secondary sources, such as academic articles, institutional reports, and case studies published between 2020 and 2025, using the deductive method to analyze trends and contrast findings, prioritizing documents with empirical data and official sources. The results show that AI has significantly improved efficiency and customer experience, with tools such as chatbots and predictive analytics reducing wait times and minimizing errors. According to the Financial Superintendence of Colombia (2024), 94.5% of the population accesses digital financial products, highlighting the use of electronic wallets, while Fintech companies lead innovation with a projected AI adoption rate of 70% by 2027, compared to 60% for traditional banking. However, there are significant challenges, such as the lack of a clear regulatory framework for Fintech, which generates uncertainty and legal risks, as well as an increase in cyberattacks and distrust in the handling of personal data. There is also resistance to change among target 5 groups such as the elderly and rural areas, where 35% of users still prefer human interaction. In the labor sector, a net positive balance of 12 million new jobs is anticipated by 2025, although a displacement of traditional roles is expected, requiring financial institutions to invest in training and redefine their operational models. In conclusion, artificial intelligence and automation have transformed the Colombian financial sector, promoting inclusion and efficiency, although their long-term success will depend on strengthening regulatory frameworks that balance innovation and consumer protection.Item Formulación del direccionamiento estratégico (organizacional) a la empresa Comercializamos Repuestos SAS ubicada en Santiago de Cali–Valle del Cauca(Universidad Santiago de Cali, 2020) Muñoz Velasco, David Mauricio; Morales Rojas, Tania Mercedes; Mina Varela, Carlos Alberto (Director)Companies that wish to maintain themselves over time must build an appropriate structure, in such a way that it redirects the vision of the employees to the proper functioning of the various positions in the company. To this end, the purpose of this work is to respond to the problems regarding the analysis, design and proposal of a plan for improving strategic (organizational) management, using the methodological instruments associated with strategic management for the company. Spare parts SAS., For this, matrices such as PESTEL, POAM, PCI, MEFE, MEFI, DOFA and IE are used as support; in addition to the questionnaire that served as a tool for collecting the information necessary for decision-making under data offered from different sources and with it, achieve an appropriate analysis. This allowed us to propose strategies that help fulfill the business mission and vision, by giving documents such as the function manuals, which help the company and employees to understand the actions-functions-responsibilities to be fulfilled; and that they support the fulfillment of the company's objectives.Item Proceso para optimizar la selección de proveedores de insumos a ong's que prestan servicios en emergencias sociales en Cauca y Valle del Cauca(Universidad Santiago de Cali, 2025) Martínez Moreno, Anderson; Burbano León, José Alejandro; Mina Varela, Carlos Alberto (Director)This study proposes a structured and contextualized process for selecting suppliers that effectively support social emergency projects carried out by non-governmental organizations (NGOs) in the departments of Cauca and Valle del Cauca, Colombia. In contexts where time is critical and community needs are urgent, choosing strategic partners becomes essential. The research aims to improve decision-making by integrating both technical criteria and ethical principles, such as territorial equity and the inclusion of local actors.To achieve this objective, a survey was conducted with 150 suppliers located in municipalities such as Buenaventura (Valle del Cauca), and Popayán, Guapi, and Timbiquí (Cauca). The survey collected data on legal documentation, billing methods, payment terms, products and services offered, and the ability to respond to emergencies. Additionally, secondary sources such as theses, institutional reports, and technical documents were consulted to better understand the operational context of NGOs in the region.The analysis was carried out using a multi-criteria weighting methodology, assigning values to factors such as quality (50%), delivery times (25%), price (15%), and communication (10%). The results led to the development of a supplier ranking and the identification of strengths and areas for improvement. While a network with high potential was identified, challenges remain regarding formalization and access to technological tools in rural areas. Having a clear and up-to-date supplier selection process enables NGOs to respond more efficiently, transparently, and effectively.