Repositorio Institucional UniAgustiniana
El Repositorio Institucional de la UniAgustiniana administra, preserva y difunde en OPEN ACCESS los documentos académicos de la institución: tesis, trabajos finales de graduación, libros, artículos, resultados de investigación, trabajos docentes, etc. Actualmente está indexado en varios recolectores mundiales de metadatos OAI-PMH que incrementan su visibilidad y permiten la consulta y citación de sus contenidos en todo el planeta, garantizando de este modo el acceso ilimitado y continuo a nuestra producción académica/universitaria.
Recent Submissions
Diseño de un Plan de Marketing Estratégico Interno (Endomarketing) que permita la Integración de los Departamentos de Mercadeo y Ventas en BIOEQUIPMENTS LTDA
Valentina Solorzano Pinilla
The present project, entitled aims to strengthen communication and coordination between two key areas of the organization through the development of an internal strategic marketing plan which enables the achievement of the organization's strategic objectives.
BIOEQUIPMENTS LTDA is a Colombian company dedicated to the production and commercialization of cleaning products for household, industrial, and automotive use, currently facing important challenges related to the lack of alignment and synergy between its marketing and sales departments.
This project proposes to dising a strategy of endomarketing as a management tool that promotes enhances employee motivation, and aligns internal objectives with external commercial strategies. The research follows an exploratory–descriptive design and a mixed approach, using interviews, surveys, and document analysis to diagnose the current situation, identify factors that affect communication, and design a plan that fosters interdepartmental integration and teamwork.
In this sense, the expected results include the strengthening of bilateral communication, the improvement of commercial efficiency, and the promotion of a sustainable culture of collaboration. The proposed endomarketing plan is intended to serve as a replicable management model for BIOEQUIPMENTS LTDA and as a reference for other small and medium-sized enterprises (SMEs) seeking to enhance their performance through the development of stronger internal cohesion and alignment between their commercial departments.
Keywords: Endomarketing, internal communication, organizational integration, strategic marketing plan, BIOEQUIPMENTS LTDA.
Estrategia de comunicación del patrimonio cultural inmaterial asociado a los saberes sobre hierbas medicinales en las plazas de mercado del Norte y Sur de Tunja
Luz Marina Nonsoque Cano; Carolina Rodríguez Lizarralde
This research aims to design a communication strategy for intangible cultural
heritage related to the knowledge of medicinal herb use in the market squares of
northern and southern Tunja. The research is framed within heritage management
and communication, understanding that traditional knowledge consists of living
practices transmitted from generation to generation and requires processes of
visibility, appreciation, and social appropriation. Using a qualitative and
ethnographic approach, participant observation and interviews with knowledge
holders and stakeholders in the region were conducted. This allowed for the
identification of knowledge transmission dynamics, tensions with modernization,
and the need for communication strengthening. The results show that heritage
communication is a fundamental means for safeguarding intangible cultural heritage
(ICH), as it fosters dialogue among the community, institutions, and the public. As a
result, a prototype territorial communication strategy is proposed that integrates
pedagogical, digital, and participatory actions aimed at the social appropriation of
heritage.
Comunicación Participativa en las Fiestas de San Sebastián de Ternera
Beatriz Obando Martínez; Alvelayis Nieto Mejía; Alvelayis Nieto Mejía
This research-creation project addresses the progressive weakening of the San Sebastián Festival in Ternera, Cartagena, as an expression of intangible cultural heritage. The study recognizes the festival as a space for collective memory, territorial identity, and intergenerational knowledge transmission, which has experienced a decline in community participation, particularly among younger generations. The main objective is to design a participatory communication strategy aimed at recovering, strengthening, and transmitting the social meanings, cultural practices, and memories associated with the festival.
Methodologically, the research adopts a qualitative, participatory, and situated approach, using techniques such as semi-structured interviews, participant observation, social mapping, and intergenerational workshops. Findings reveal a disruption in cultural transmission, transformations in festive practices, and a symbolic disconnection between generations. However, opportunities for revitalization emerge through community co-creation and the use of contemporary communication tools.
The main outcome of the project is the development of a community-based documentary that integrates oral memory, territorial transformations, and safeguarding proposals. The study concludes that participatory communication is a key strategy to reactivate social cohesion, strengthen heritage appropriation, and ensure the continuity of the festival as a living memory.
Impacto Del TLC Colombia- Estados Unidos
Forero-González, Stefania; Espejo, Yineth Ximena; Cabrera-Jiménez, Manuel Fernando
- This research examines the impact of the FTA between Colombia and the United States on the efficiency of the Colombian electricity sector with the emphasis on hydroelectric generation. The agreement that has facilitated the attraction of foreign investment, technological transfer and institutional restructuring, determining factors for the socioeconomic development of the country, is studied.
- Through a documentary methodology based on official reports from the Mining-Energy Planning Unit (UPME) and the national operational council, the sector's capacity to promote equitable competition and strengthen the export of electrical services is evaluated.
- The results highlight a significant increase in export capacity, which evolved from 1,200 MW in 2020 towards a projection of 2,500 MW by 2025. The study concludes that although the FTA offers competitive advantages and a regulatory framework for energy internationalization, the sector still faces critical challenges in terms of customs regulation, external dependence, and global competitive pressure.
Diseño de infraestructura operativa y posicionamiento comercial para la marca Panelas con Amor GLA en Briceño, Boyacá
Barbosa-Rodríguez, Adriana Patricia; Romero-Bernal, Harold Andrés ; Linares-Romero, Laura
This document aims to transform the reality of the company Panelas con Amor GLA, a family business located in Briceño, Boyacá, which currently operates artisanally and faces challenges growing in the market. The central problem is that the sugar mill's infrastructure does not comply with sanitary regulations due to a lack of adequate networks and physical organization, in addition to the brand lacking the necessary recognition to compete.
To address this, the objective is to design a proposal that combines technical facility improvements through civil engineering with a new commercial image. The chosen methodology is mixed and follows a phased, step-by-step model, starting with a real diagnosis and leading to a design proposal. The results will verify dimensions through renovation plans to meet INVIMA standards and a new packaging design, concluding that integrating engineering with a solid marketing and advertising strategy can transform this rural business into a sustainable and competitive enterprise in the region.