Diseño de Estrategias de Mercadeo Social para la Divulgación y Promoción de la Fundación Voces Amigas de la Esperanza - VOADES
No Thumbnail Available
Date
2021-06-05
Advisors
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
El proyecto integrador que se presenta a continuación, recoge las estrategias propuestas para la
promoción y divulgación de la Fundación Voces Amigas de la Esperanza – VOADES de Bogotá, con base
en la herramienta de mercadeo social desde la Gerencia Social, de acuerdo con las exigencias de los
directivos de la fundación, con relación a la baja asistencia de usuarios interesados en los servicios de la
organización. Este proceso metodológico inicia con la revisión de literatura con el fin de comprender el
impacto en la salud emocional y mental de la comunidad usuaria de los servicios de la institución,
elaborando con un diagnóstico sobre el problema, sobre la falta de afluencia de personas demandantes
por ayuda. Así mismo, se forjan las bases de una investigación que contribuya a futuros proyectos.
Primero, se establece un plan de investigación tipo exploratoria y descriptiva a partir del problema y la
revisión documental, conceptual y normativa. Posteriormente, se identifican las estrategias de
mercadeo social a aplicar. Finalmente, después de la aplicación de los instrumentos de investigación
utilizados, se establecen cuatro estrategias orientadas a visibilizar la Fundación y dar respuesta al
problema identificado, y se orienta a recomendaciones importantes para conseguir el impacto de la
Fundación en la comunidad y hacerla más participativa, a partir del ejercicio académico realizado
The integrating project that is presented below, includes the strategies proposed for the promotion and dissemination of the Voces Amigas de la Esperanza Foundation - VOADES of Bogotá, based on the social marketing tool from the Social Management, in accordance with the requirements of the directors of the foundation, in relation to the low attendance of users, interested in the services of the organization. This methodological process begins with the review of the literature in order to understand the impact on the emotional and mental health of the community that uses the institution's services, elaborating with a diagnosis of the problem, of the lack of influx of people demanding it. help. Likewise, the bases of an investigation that contributes to future projects are forged. First, an exploratory and descriptive research plan is established based on the problem and the documentary, conceptual and normative review. Subsequently, the social marketing strategies to apply are identified. Finally, after the application of the research instruments used, four strategies are established aimed at making the Foundation visible and responding to the identified problem and is oriented towards important recommendations to achieve the Foundation's impact on the community and make it more participatory. from the academic exercise carried out.
The integrating project that is presented below, includes the strategies proposed for the promotion and dissemination of the Voces Amigas de la Esperanza Foundation - VOADES of Bogotá, based on the social marketing tool from the Social Management, in accordance with the requirements of the directors of the foundation, in relation to the low attendance of users, interested in the services of the organization. This methodological process begins with the review of the literature in order to understand the impact on the emotional and mental health of the community that uses the institution's services, elaborating with a diagnosis of the problem, of the lack of influx of people demanding it. help. Likewise, the bases of an investigation that contributes to future projects are forged. First, an exploratory and descriptive research plan is established based on the problem and the documentary, conceptual and normative review. Subsequently, the social marketing strategies to apply are identified. Finally, after the application of the research instruments used, four strategies are established aimed at making the Foundation visible and responding to the identified problem and is oriented towards important recommendations to achieve the Foundation's impact on the community and make it more participatory. from the academic exercise carried out.
Description
Diseñar estrategias orientadas a la divulgación y promoción de la Fundación Voces Amigas de la
Esperanza – VOADES, a través de las herramientas del Mercadeo Social, para una mayor asistencia de la
población que requiera servicios en pro su salud emocional.
Keywords
Mercadeo social, Estrategias de comunicación, Promoción, Divulgación y diagnóstico, Social Marketing, Communication strategies, Promotion and dissemination and diagnosis