Análisis comparativo de ofertas laborales en pequeñas y medianas empresas (PYMES) del sector de marketing en Barranquilla: Identificación de tendencias y oportunidades para los jóvenes profesionales del área
Cargando...
Fecha
2023
Autores
Carreño Pérez, Jesús Ángel
García Lora, Marvin Eduardo
Morales Sierra, María Gabriela
Sanjuan Ahumada, Camilo Andrés
Título de la revista
ISSN de la revista
Título del volumen
Editor
Ediciones Universidad Simón Bolívar
Facultad de Ingenierías
Facultad de Ingenierías
Resumen
Este proyecto de investigación estuvo enfocado en analizar las oportunidades
laborales en el área de marketing para los jóvenes universitarios en Barranquilla,
identificando las principales empresas y sectores que ofrecen empleo en esta área,
así como las habilidades y competencias requeridas para acceder a estas
oportunidades y los desafíos que enfrentan los jóvenes para ingresar al mercado
laboral en esta industria.
El artículo se enfoca en el panorama laboral del marketing digital en Barranquilla,
centrándose específicamente en las pequeñas y medianas empresas (PYMES). Se
destaca la evolución del marketing en la ciudad y los desafíos que enfrenta,
incluyendo la informalidad laboral y la resistencia al cambio en las estrategias de
marketing.
A lo largo de la historia del marketing en Barranquilla, se ha pasado de los medios
tradicionales a un crecimiento significativo en el marketing digital. A pesar de la
dinámica transformadora del sector empresarial, persisten obstáculos como la
informalidad laboral y la reticencia a adoptar nuevas estrategias de marketing.
El análisis de las oportunidades laborales se enfocó en las PYMES, destacando la
escasez y variedad limitada de ofertas en comparación con las grandes empresas.
Se resaltó que, aunque las grandes corporativos tienen requisitos más estrictos,
también ofrecen beneficios atractivos. En contraste, las PYMES proporcionan
ambientes laborales cercanos y oportunidades de crecimiento rápido.
En cuanto a la metodología de investigación se utilizó un enfoque mixto,
combinando datos cuantitativos y cualitativos a través de encuestas a 20
estudiantes y solo una empresa. Los resultados revelaron la concentración de
oportunidades laborales en Bogotá y la falta de conocimiento sobre agencias locales
entre los estudiantes.
En las conclusiones, se identificaron los desafíos, pero se destaca el crecimiento
constante del sector en Barranquilla. Se enfatiza la importancia de la adaptación a
nuevas tendencias, la conexión con la cultura local y la preparación adecuada para
aprovechar las oportunidades en el marketing digital, especialmente en el ámbito de
las PYMES.
Se espera que los jóvenes y empresas encuentren apoyo en este documento para
encontrar las oportunidades y objetivos que buscan, así como también que las
empresas puedan encontrar un apoyo para la evolución de sus empresas y
trabajadores para que sigan apoyando a la economía y la empleabilidad de la
ciudad.
This research project was focused on analyzing job opportunities in the area of marketing for young university students in Barranquilla, identifying the main companies and sectors that offer employment in this area, as well as the skills and competencies required to access these opportunities and the challenges faced by young people to enter the labor market in this industry. The article focuses on the labor landscape of digital marketing in Barranquilla, focusing specifically on small and medium-sized enterprises (SMEs). It highlights the evolution of marketing in the city and the challenges it faces, including labor informality and resistance to change in marketing strategies. . Throughout the history of marketing in Barranquilla, it has gone from traditional media to a significant growth in digital marketing. Despite the transforming dynamics of the business sector, obstacles such as labor informality and reluctance to adopt new marketing strategies persist. The analysis of job opportunities focused on SMEs, highlighting the scarcity and limited variety of offers compared to large companies. It was highlighted that, although large corporations have stricter requirements, they also offer attractive benefits. In contrast, SMEs provide close working environments and opportunities for rapid growth. In terms of research methodology, a mixed approach was used, combining quantitative and qualitative data through surveys of 20 students and only one company. The results revealed the concentration of job opportunities in Bogota and the lack of knowledge about local agencies among students. In the conclusions, challenges were identified, but the constant growth of the sector in Barranquilla is highlighted. The importance of adapting to new trends, the connection with the local culture and the adequate preparation to take advantage of the opportunities in digital marketing, especially in the field of SMEs, is emphasized. It is expected that young people and companies will find support in this document to find the opportunities and goals they seek, as well as that companies can find support for the evolution of their companies and workers to continue supporting the economy and employability of the city.
This research project was focused on analyzing job opportunities in the area of marketing for young university students in Barranquilla, identifying the main companies and sectors that offer employment in this area, as well as the skills and competencies required to access these opportunities and the challenges faced by young people to enter the labor market in this industry. The article focuses on the labor landscape of digital marketing in Barranquilla, focusing specifically on small and medium-sized enterprises (SMEs). It highlights the evolution of marketing in the city and the challenges it faces, including labor informality and resistance to change in marketing strategies. . Throughout the history of marketing in Barranquilla, it has gone from traditional media to a significant growth in digital marketing. Despite the transforming dynamics of the business sector, obstacles such as labor informality and reluctance to adopt new marketing strategies persist. The analysis of job opportunities focused on SMEs, highlighting the scarcity and limited variety of offers compared to large companies. It was highlighted that, although large corporations have stricter requirements, they also offer attractive benefits. In contrast, SMEs provide close working environments and opportunities for rapid growth. In terms of research methodology, a mixed approach was used, combining quantitative and qualitative data through surveys of 20 students and only one company. The results revealed the concentration of job opportunities in Bogota and the lack of knowledge about local agencies among students. In the conclusions, challenges were identified, but the constant growth of the sector in Barranquilla is highlighted. The importance of adapting to new trends, the connection with the local culture and the adequate preparation to take advantage of the opportunities in digital marketing, especially in the field of SMEs, is emphasized. It is expected that young people and companies will find support in this document to find the opportunities and goals they seek, as well as that companies can find support for the evolution of their companies and workers to continue supporting the economy and employability of the city.
Descripción
Palabras clave
Marketing, Barranquilla, Empresas, Estrategias, Freelancer, Educación, Modelos de negocio, Informalidad, Empleo, Medianas empresas, Pequeñas empresas, PYMES, Oportunidades, Tendencias, Crecimiento laboral, Industrias, Requisitos, Estudiantes, Universidad, Marketing, Barranquilla, Business, Business Models, Education, Informality, Employment, Medium-sized companies, Small companies, Small businesses, PYMEs, Opportunities, Trends, Job growth, Industries, Requirements, Students, University