Especialización en Gerencia de Mercadeo Global

Permanent URI for this collection

Now showing 1 - 1 of 1

Elaboración de un plan estratégico de mercadeo social para la “fundación sí es posible” en la comuna 11 y 12 de la ciudad de Cali para el año 2022-2023
(Universidad Santiago de Cali, 2022-07-26) Rodríguez Vásquez, Yurian Andrea; Quintero Candezano, Julián David; Cabal Plata, Yessica María
Obtaining donations for foundations is not an easy matter to manage, although today, there are a lot of opportunities in the market, it is necessary for foundations and non-profit entities to recognize the segments of market in which they should focus their efforts, in order to attract the attention of the population interested in supporting social causes. The “Si es possible” Foundation faces a series of changes at the organizational level that impact the strategic and missionary processes of the entity, which generates a risk on the continuity of the work due to lack of resources. Due to this situation, it is intended to carry out a social marketing plan, as a strategy to promote the fundraising of the foundation, in which it will seek to identify the market segments on which the company has to direct its efforts to achieve an increase. of donations.