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Propuesta de estrategia para la introducción de una mascota universitaria en la Uniagustiniana
Parra-Perdomo, William Sebastian; Avendaño-Tocanchón, Melissa
The present study focuses on the evaluation and proposal of a strategy to introduce a university mascot at the Universitaria Agustiniana with the purpose of strengthening institutional identity and cultivating a greater sense of belonging, especially among students. The mixed methodology approached the research in two phases: the first consisted of a survey that reached 241 students, 54 administrative staff, 37 graduates and 34 professors, providing quantitative data on perceptions and attitudes. The second phase adopted a qualitative approach through personal interviews with managers and administrators, providing a more detailed understanding. The resulting implementation strategy, designed from survey and interview findings, involved a drawing contest for the mascot, supported by a SWOT analysis of the survey and interviews. The results reveal strong support for the mascot, but highlight the need to address concerns and ensure effective representation. The strategy includes actions such as participation in events and an active social media presence to strengthen the community's emotional connection to the mascot and the university as a whole.