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Item Diseño De Un Plan De Marketing Digital Para La Venta De Alimentos Para Mascotas En Santiago De Cali Para El 2025(Universidad Santiago de Cali, 2025) Vidarte Hurtado, Daniela; Rodriguez Saray, Estefania; Ordoñez Gonzalez, Nathaly; Mina Varela, Carlos Alberto (Asesor)In a highly competitive market such as pet food, customer loyalty and increased sales become a strategic priority to sustain business growth in the sector. The present study aims to design a Digital Marketing Plan that will boost the sale of pet food in Santiago de Cali in 2025. Through research with a descriptive approach, which allows analyzing the current market situation, competitors, consumer behavior and digital strategies used in the sector. Meanwhile, the exploratory approach identifies new opportunities to improve the digital presence of companies, considering consumer perception, barriers to online purchasing and effective marketing strategies. Likewise, a control system is proposed through key performance indicators (KPIs) that will allow evaluating the effectiveness of the implemented strategies and making continuous adjustments according to market needs. With this approach, the aim is not only to increase sales, but also to build a solid and lasting relationship with consumers, adapting to their expectations and preferences.Item Análisis del impacto de la IA en la automatización de los procesos de marketing para las empresas(Universidad Santiago de Cali, 2025) Velasco Ramírez, Jhoan Sebastián; Ávila Álvarez, Juan José; Castillo Quintero, Valeria; Mina Varela, Carlos Alberto (Director)In the article, the impact of artificial intelligence (AI) on marketing automation and how it has transformed commercialization strategies is analyzed. Through a review of specialized related materials, such as scientific articles and the most recent theoretical approaches, the most relevant AI applications are presented, including content personalization, advertising campaign optimization, and customer interaction automation. It also highlights problems that still do not have complete solutions, from technological integration and employee training to ethical dilemmas in handling large amounts of data. The purpose of this paper is to provide a comprehensive description of the most recent studies on how AI has reconfigured marketing today and the options it offers to companies. The methodology of this work is based on a comprehensive examination of scientific publications, which helps identify emerging trends.Item E-Commerce y su influencia en el crecimiento de las MIPYMES en Colombia: Oportunidades y desafíos(Universidad Santiago de Cali, 2025) Lerma Isaziga, María Camila; Guerra Puentes, Luis Eduardo; López Arcos, Laura Isabel; Burbano Cerón, José María (Director)E-commerce is transforming the way micro, small, and medium-sized enterprises (MIPYMES) in Colombia operate and access new markets, enhancing their competitiveness and growth (Cámara Colombiana de Comercio Electrónico [CCCE], 2023). However, this shift presents significant challenges, such as a lack of technological infrastructure, limited knowledge of digital strategies, and logistical and financial difficulties (Organization for Economic Cooperation and Development [OECD], 2023). This study analyzes the influence of e-commerce on the growth of MIPYMES in Colombia, examining the opportunities and barriers to their digital development. A non experimental methodology was used, based on a documentary review of academic sources, industry reports, and official data (MinTIC, 2023), exploring trends, success stories, and strategies for proper implementation. The results indicate that e-commerce has improved visibility and customer acquisition for MIPYMES, but the lack of digital training and access to technology limits its full potential (Cepeda & Ramos, 2022). The main conclusions highlight that the impact of e-commerce on these businesses depends on their adaptability and the institutional support available for their development (Kotler & Keller, 2020). As a recommendation, it is essential to strengthen digital training and optimize logistical and regulatory conditions to maximize the benefits of e-commerce in this sector (MinTIC, 2023).Item Análisis sobre la influencia del neuromarketing en la percepción sensorial de los compradores(Universidad Santiago de Cali, 2025) Delgado Gallego, Kelly Johana; Pereira Tascon, Andrés Felipe; Vargas Muñoz Luz Angela (Directora)The blueprint explores the impact of neuromarketing on buyers' sensory perception, focusing on the way in which visual and sensory stimuli influence the purchase decision. The study reviews previous research that demonstrates the relevance of neuromarketing in sectors such as advertising, hospitality and tourism, highlighting tools such as eyetracking and mirror neurons that contribute to improving marketing strategies. Through a qualitative approach, the project seeks to understand the way in which the senses play a crucial role in creating emotional connections with brands, influencing purchase decisions almost unconsciously.Item Digitalización de los retails como estrategia de ventas impulsando la experiencia del cliente(Universidad Santiago de Cali, 2025) Loaiza Vargas, Alejandra; Agredo Rodríguez, Angie Carolina; Vargas Muñoz, Luz Angella (Directora)Digitalization has redefined the retail sector, transforming the way companies interact with consumers and optimize their sales strategies. Over time, retailers depend on physical stores and direct interaction with clients to generate sales and strengthen brand loyalty. However, with the technology boom and the expansion of the internet, the traditional models have been transformed to respond to consumer expectations, who are better informed and digitalized. The COVID-19 pandemic accelerated this transformation, forcing companies to adopt digital platforms and social networks to maintain market competitiveness. This allowed not only to expand their reach, but also to customize your purchase experiences through tools such as data analysis and artificial intelligence. This way, technology stopped being only a sales channel, and turned into a fundamental strategic element to stand out in a highly competitive market. The consumer’s behavior is a central aspect of this evolution, influenced by psychological, social and cultural factors. The digitalization has allowed a more detailed analysis of these factors, helping companies to anticipate the client's needs and to optimize their shopping experience. In this context, neuromarketing and big data play a fundamental role in the customization of offers and the optimization of commercial decision making. Today, digitalization has not only boosted electronic commerce and the omnichanneling, but has also opened the doors to immersive environments like the metaverse. This advance represents an evolution in retail, bringing interactive and 5 captivating experiences that reinforce the connection between brands and consumers, thus consolidating a new paradigm of consumption in the digital age.Item Gestión de los datos para la toma de decisiones de marketing en las Pymes(Universidad Santiago de Cali, 2025) Betancur Sotelo, Juan David; Acuña Dorado, Jennifer Andrea; González Rengifo, John Edwin (Director)This study aims to analyze the impact of data analytics tools on strategic decision-making in small and medium-sized enterprises (SMEs), particularly in the marketing area. The most commonly used tools by SMEs, such as Google Analytics, Tableau, Power BI, and Microsoft Excel, are examined for their influence on key areas such as customer segmentation, campaign personalization, customer retention, and new prospect acquisition. Through a comparative approach, the main barriers faced by SMEs in implementing these tools are identified, such as the lack of financial resources, insufficient technical training, and the misconception that these technologies are only accessible to large corporations. The study concludes that, despite the challenges, the adoption of data analytics technologies offers a significant competitive advantage for SMEs, improving operational efficiency and the effectiveness of marketing decision-making. Furthermore, the study discusses the implications of these results in the context of SME digitalization, offering recommendations to overcome the observed barriers and promote wider adoption of these technologies.Item Estrategia de posicionamiento virtual para la empresa March store a través de la red social Instagram.(Universidad Santiago de Cali, 2023) Velásquez Arboleda, Diego; Demarchi Navia, Juan Felipe; Vargas Muñoz, Luz AngellaThe review article called: virtual positioning strategy for the company March Store through the social network Instagram, refers to the development and structure of a strategy that contributes to the positioning of the virtual store in the Instagram social network where it has had a great impact on digital ventures. This social network has allowed companies to reach a global audience in an easy and accessible way. Through Instagram, businesses can promote their products and services, interact with their followers and customers, and increase their visibility online. Digital startups can take advantage of the plethora of tools Instagram offers to create quality content, attract new followers, and convert them into loyal customers. Instagram offers features like Stories, IGTV, and Reels that allow businesses to share engaging visual content and create an authentic online presence. In addition, Instagram also offers a platform for entrepreneurs to connect with influencers and collaborate with them to promote their products or services. This collaboration can help digital startups reach a wider audience and increase their visibility. Due to its large size with 1478 million users worldwide, it is positioned as a mass media in which companies, organizations and enterprises have set their sights on; being thus Instagram one of more employed having an interaction of 82% after Facebook and WhatsApp. That hold the first places in terms of interaction and communication. In this way; It is relevant to highlight that the company: March Store is a virtual store that dedicates its economic activity to the commercialization and sale of branded sports shoes, among the brands that are marketed are: Adidas, Nike, Puma.Item Evolución económica de la oferta y la demanda de la industria cinematográfica en Colombia en el último quinquenio (2017-2022)(Universidad Santiago de Cali, 2023) Montenegro Idrobo, Juan Sebastián; Alban Regino, Nelson; Trujillo Reyna, Danniela; Andrade Agudelo, Doris LiliaIntroduction The film industry in Colombia has been one of the economic activities that have had great relevance in the population, creating an important consumer market for the different services or goods offered by this industry. Objective Examine the development of supply and demand of the Colombian film industry in the last fortnight Methodology This work is framed under a type of explanatory study, since it seeks to investigate economic phenomena and their explanation through cause-effect relationships of the development of the film industry in Colombia in its last fortnight. Results the number of movie theaters in Colombia increased by 12.7% in 2020, compared to 2019, thus going from 245 theaters to 276 nationwide; The monetary collection figure for the year 2020 was $119,103 million pesos, presenting a reduction of 82.2% compared to the previous year (2019), once again positioning itself as one of the lowest figures since 2009.Item Propuesta de un plan de marketing digital para la empresa electrojaponesa para el año 2024(Universidad Santiago de Cali, 2024) Valencia Buenaventura, Laura Marcela; Ramos Vargas, Sebastián; Cortés Murillo, Luis Felipe; Burbano Cerón, José MaríaThe present research focused on developing a digital marketing plan for Electrojaponesa, a company located in Cali, for the year 2024. The organization specializes in the sale of household appliances through both physical and digital channels. In digital commerce, e-commerce is a strategic factor for organizations as it overcomes geographical barriers, enabling easier connection with customers in different regions. To develop the marketing plan, an analysis of the current marketing strategy used by Electrojaponesa was first conducted. Subsequently, a digital marketing strategy tailored to the market needs of Electrojaponesa was proposed. Finally, a control plan detailing the implementation of the digital marketing strategy was developed. To achieve these objectives, PESTEL and DOFA analyses were employed, along with a mixed research method. The research was conducted using mystery shopping and focus group methodologies to evaluate company behavior on social media and understand the challenges of digital sales. A descriptive approach with mixed analysis was used, utilizing available primary and secondary sources to design a digital marketing plan tailored to Electrojaponesa for the year 2024. The study highlights the need to strengthen digital marketing within the organization to enhance its online presence, enabling it to reach a younger segment of the population that frequently uses these media.Item Estrategias de marketing digital para mejorar la competitividad de las pymes en el sector farmacéutico: caso pharmades(Universidad Santiago de Cali, 2024) Salazar Giraldo, María Valentina; Rivera Quintero, Eilen Ximena; Moreno, Andrés Cobo; Vargas Muñoz, Luz AngellaThe main purpose of this article is to design a strategic plan for the company PharmaDES, as it lacks this fundamental marketing tool, which could lead to a decrease in its sales due to a lack of brand positioning. In order to achieve the proposed objectives, a strategic direction has been developed and a situational analysis has been conducted to diagnose the company. The methodology employed to address this case includes methods, techniques, and surveys, as well as an action plan that will allow for gathering information and executing brand positioning strategies. A mixed research approach will be used, as this study will be descriptive. As the final result of the project, it is expected that PharmaDES will have a strategic planning in place that ensures its proper functioning and the achievement of its objectives.Item Maximizando la lealtad del cliente: estrategias de marketing experiencial para box sport en santiago de cali - 2024(Universidad Santiago de Cali, 2024) Molina Lozano, Jessica Paola; Roa García, Dilan Sebastián; Mina Varela, Carlos AlbertoIn a highly competitive business context, customer retention becomes a strategic priority. This study focuses on the development of an Experiential Marketing Plan aimed at enhancing customer loyalty for Box Sport, an online footwear retailer headquartered in Santiago de Cali. The analysis commences with a detailed assessment of both internal and external factors influencing customer loyalty at Box Sport. Analysis matrices such as PESTEL, POAM, EFE, PCI, EFI, MPC, and an Empathy Map are employed to grasp the current business environment. Likewise, the tactics of experiential marketing concentrate on customizing customer service, surpassing their expectations, and generating surprise. Various areas are addressed, ranging from bolstering the brand and crafting appealing content to expanding the distribution network and diversifying the product line. Lastly, Key Performance Indicators (KPIs) are implemented to gauge the performance of each tactic through a continuous monitoring system, ensuring that strategies are adjusted in response to changing market conditions.Item Influencia del e-commerce como herramienta de posicionamiento de las MiPymes, 2022(Universidad Santiago de Cali, 2022) Sterling Jimenez, Laura Constanza; Burbano Cerón, José MaríaThis article is a literature review research, the interest is to identify how MSMEs use ecommerce as a positioning tool within their strategic marketing plan, through innovation and adaptation to new technologies. The document was developed by applying an exploratorydescriptive study and secondary sources were used (graduate work, journals and scientific articles) in order to obtain the necessary information to respond to the stated objective.Item Posicionamiento de la marca 7.16 Beautyfashion en Santiago de Cali para el año 2020(Universidad Santiago de Cali, 2020) Pérez Miranda, Dyan Gisset; Riascos Arboleda, Fredy JohanThe main objective when starting with the consultation process carried out with the company 7.16 Beauty Fashion, is to design the ideal strategies to achieve the desired positioning in the city of Santiago de Cali. For this, it was necessary to carry out an internal and external diagnosis and also detect factors to improve and their strengths to reinforce them in the process, which leads us to know the current position of the company in the market, determining in its diagnosis which is its most important product. desired by the audience, and the one with the least turnover.The above was detected with the descriptive methodology where the necessary information was collected to proceed to design the strategies focusing on the Marketing Mix and concentrating on the Communication strategy, since the company has a history of 4 years, but its greatest weakness is communicate their new collections, points of sale and the form of payment which makes their positioning volatile. It is considered that by implementing the proposed strategies the company 7.16 Beauty Fashion will achieve the objective of positioning in the city of Santiago de Cali, achieving a benefit of reminding the consumer and loyalty of the same.Item Estudio del comportamiento de compra y cultura de consumo de la generación y (Millenials) de los universitarios– caso universidad Santiago de Cali (USC)(Universidad Santiago de Cali, 2020) León Echeverry, Geraldine; Hurtado Marín, Héctor FabioThis project is a research about the purchase behavor and consumer culture of the pregrade students from Santiago de Cali University in Millenials generation, in Cali city, the research considers purchase behavor aspects, culture behavor, social factors, generationals factors, digital medias, among others external and internal factors, influentials at time to take a purchase. The metodology was a research of simple market, where uses tecnics cualitatives and cuatitatives, cause to response how is the purchase behavor of studets. The tecnic was a cross simple design, through focal poll, whit 22 questions aplied to 409 studens, later performed whit data treatment, finally present a statistical analisys for conclude which are most relevants and influence factor to take buying desicion in Sanitago de Cali University.Item La importancia de las estrategias de fidelización, para la retención de los clientes de la línea de crédito hipotecario del banco caja social de la ciudad de Cali(Universidad Santiago de Cali, 2020) Serna Collazos, Héctor FabioLoyalty is a marketing concept that distinguishes a customer's loyalty to a specific brand, product or service; that is to say; is that a client chooses a certain company; to make all or most of the purchases or acquisition of services or products, independent of external variables, which may influence your purchase decision, such as price or interest rate in the financial field, among other aspects to mention. Taking into account the aforementioned and after carrying out an analysis of the different aspects covered by customer loyalty, a document that mainly seeks is presented; determine the importance of loyalty strategies for the retention and attraction of clients of the mortgage line of the "Banco Caja Social" in the city of Cali. The document is divided into three parts: the first is to identify the needs of customers in banks, when they seek housing loans; the second part is an analysis of the similar and differential characteristics of the mortgage loan line of Banco Caja Social, compared to its main competitors Banco Davivienda and Banco BBVA. Finally, the third part includes the strategies proposed for the retention and attraction of the clients of the mortgage credit line of the Banco Caja Social of the city of Cali. It should be noted that these strategies are designed under the characteristics and needs of Banco Caja Social, which seeks not only to satisfy the basic needs of customers, but in turn, exceed their expectations, in such a way that they are delighted and generate relationships solid over time.Item Influencia del marketing digital en el proceso de decisión de compra de los Millennials en Colombia(Universidad Santiago de Cali, 2020) Ossa Zapata, Laura; Moreno Ricaurte, Jesús EstebanThe purpose of this article is to study the influence of digital marketing on the decision-making process of millennials in Colombia according to the advancement and technological development that has been presented in recent years in the country. in this way, to have an insight into the plans and strategies that organizations have had to incorporate for their support and recognition of it. In order to achieve a good development of this article, a review and obtaining of secondary sources is made as support in books, undergraduate works, articles and research selecting concepts, definitions and characteristics that the millennial presents in Colombia highlighting the digital part as a starting point and as an important column of research of the article. As a result, the article manages to identify the characteristics and reasons why the decision-making process of buying a millennial in colombia is different from a purchase decision process in general and with this, the influence of digital marketing as a fundamental tool for the good development of the company.Item Propuesta de un plan de marketing para mejorar el posicionamiento de la empresa Juan Ma Postres en Santiago de Cali en el año 2020(Universidad Santiago de Cali, 2020) Piedrahita Moreno, Leonardo; Piedrahita Zúñiga, Laura Daniela; Vidales Valbuena, Jorge IvánThe main objective of the consultancy carried out at the Juan Ma Postres company is to prepare a proposal for a marketing plan to improve its positioning, which was developed based on specific objectives with an internal and external diagnosis of the company. that allowed to know the current positioning of the company, from which it was possible to design marketing strategies, actions and budgets that contribute to the positioning of the company according to the analysis of the micro / macro environment, as well as setting control indicators for the proposed strategies in the marketing plan, which allow the control and monitoring of the positioning of the company Juan Ma Postres, following the trend and demand of today's consumers, which is to a greater extent through the promotional channel. In a descriptive approach, it is possible to show that today innovation is responsible for revolutionizing the way to promote the positioning of brands, generating a significant impact and leaving aside the conventional, in the external and internal analysis that the result obtained was carried out. that the company is in today is basically to maintain and retain current customers and users, which is why our efforts were directed at creating effective and profitable strategies in the area of promotion of the company Juan Ma Postres. The consultancy and advice carried out allows us to conclude that a benefit of remembrance towards the consumer is achieved, which favors the ease with which the company and its products are accessed, with enough information that can be obtained from them through the proposed strategies, guaranteeing that the consumer has an experience that optimizes the satisfaction of their needs and loyalty to the brand. Therefore, the correct use of our proposed Marketing plan for the company has the ability to obtain an efficient response to the positioning of the company Juan Ma Postres in the market.Item Plan estratégico de mercado para unidad médica visual: UMV ubicada en la ciudad de Santiago de Cali, 2020:2021(Universidad Santiago de Cali, 2020) Grajales García, Luz Adriana; Gómez Sánchez, Nathaly; Rodríguez Tamayo, Leidy JohanaThe general objective of this work is to formulate a strategic market plan for the Visual Medical Unit: UMV located in the city of Santiago de Cali. 2020-2021. A methodological level is repeated in a descriptive study with a mixed approach: qualitative and quantitative. The results allowed showing, according to the analysis of the external factors evaluation matrix (MEFE), that there are more opportunities in the environment, however, issues should be placed on the topic of electronic business or digital commerce, since this implies a new panorama before which many companies are not adapted. The technological environment shows a growth in electronic commerce, in addition to the use of the internet as a sales and promotional channel, which is positive for companies to increase market coverage and develop this channel to generate higher sales. According to the MEFI Matrix result, the UMV has greater strengths than weaknesses, however, the latter must be corrected in the short term. The weaknesses are oriented to its lack of planning, which has led to the means that have been taken without being completely effective, for example, sales have focused on volume without analyzing the impact that the commercial strategy has had with profitability. . Based on the external and internal analysis, strategies focused on improving the performance of the Visual Medical Unit: UMV were formulated. These are considered viable to the extent that it adjusts to the capabilities of the company, and also considers the market outlook. Strategic objectives with respect to positioning, participation, sales and profitability are included, which are specific priority issues in administrative management and in particular the market.Item Percepción sobre la programación neurolingüística de los estudiantes de mercadeo de la universidad Santiago de Cali(Universidad Santiago de Cali, 2021) Calero Castrillón, Cristian Andrés; Arbeláez Salazar, Rubén Darío; Escobar Cabrera, Julio CesarNeuro-linguistic programming is a tool for marketing in general that acts as a facilitator of interpersonal communication, which also allows knowing the tastes and preferences of customers to be able to make an effective and friendly sale closing, as well as in a family environment to be able to sell an idea and you can get a positive response. Neuro-linguistic programming NLP tries to better understand personal improvement, seeking to achieve that each person connects with their internal strength to solve any concern or face any situation, since the investigations that work the human mind have generated this technique that allows to project positively and thus focus in a better way on the objectives. The purpose of this research was to determine the perception of neurolinguistic programming of marketing students from the Santiago de Cali University. This work was initially carried out with secondary information from the review of documents in electronic databases, in addition, the marketing students who were surveyed were the primary source. The results show that NLP is one of the tools that help us to better organize and use our skills and abilities, to increase relationships with others. Almost 50% of the students surveyed consider that neurolinguistics is an empirical technique, which is derived from neuroscience. The surveyed students had knowledge about NLP and the role of neurolinguistic programming and finally the strategies proposed to strengthen knowledge about neurolinguistic programming in students of the faculty are: Didactic workshop, Conference on tools and uses of neurolinguistic programming applied to sales and business closing, virtual extracurricular course of foundations of neurolinguistic programming and Diploma in strategic coaching to organize qualities in positions. In conclusion, programming will continue in the future to be a fundamental tool to take advantage of the mental processes that we use in our communicationItem Uso del endomarketing en las instituciones universitarias para mejorar la calidad en la educación(Universidad Santiago de Cali, 2020) Rúgeles Cortes, María Cristina; Tello Taborda, Isabel Cristina
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