Marketing social como estrategia de vinculación para el desarrollo de programas de gestión social en la empresa Cerámica Italia
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Fecha
2023
Autores
Acevedo Ferreira, Angye Lorena
Suárez Ramírez, Nelson Andrés
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El objetivo de este proyecto fue proponer el marketing social como estrategia de vinculación para el desarrollo de programas de gestión social en la empresa Cerámica Italia. La metodología aplicada estuvo basada en un paradigma lógico - positivista que está relacionado con el análisis objetivo de la realidad, el cual se considera como un enfoque cuantitativo, empírico-analítico y racionalista para hacer la medición numérica de datos y variables. Para la recopilación de datos se tomó una muestra tipo censo a 30 trabajadores de la empresa vinculados al marketing y programas sociales y otra probabilística con selección aleatoria simple con 80 hogares de la comunidad de Agualinda que pertenece a los grupos de interés de la empresa. En los resultados se describe la mezcla de marketing social que desarrolla la empresa Cerámica Italia en la actualidad, lo cual se complementó con el análisis de los instrumentos de gestión social que se emplean y con el diagnóstico de las condiciones socioeconómicas de la vereda Agualinda y la forma como se han vinculado a la oferta social de la organización. Se concluyó que el diseño de estrategias de marketing social es pertinente para integrar la mezcla de las 7p con los diferentes instrumentos de gestión social para fortalecer la focalización, optimización de recursos e impacto de los proyectos sociales, con el fin de mejorar la calidad de vida de los habitantes que tienen condiciones de vulnerabilidad.
The objective of this project was to propose social marketing as a linking strategy for the development of social management programs in the Cerámica Italia company. The applied methodology was based on a logical - positivist paradigm that is related to the objective analysis of reality, which is considered as a quantitative, empirical-analytical and rationalist approach to make the numerical measurement of data and variables. For data collection, a census-type sample was taken of 30 company workers linked to marketing and social programs and another probabilistic sample with simple random selection with 80 households from the Agualinda community that belong to the company's interest groups. The results describe the mix of social marketing that the Cerámica Italia company currently develops, which was complemented with the analysis of the social management instruments that are used and with the diagnosis of the socioeconomic conditions of the Agualinda village and the how they have been linked to the social offer of the organization. It was concluded that the design of social marketing strategies is pertinent to integrate the mixture of the 7p with the different social management instruments to strengthen the targeting, optimization of resources and impact of social projects, in order to improve the quality of life. of the inhabitants who have conditions of vulnerability.
The objective of this project was to propose social marketing as a linking strategy for the development of social management programs in the Cerámica Italia company. The applied methodology was based on a logical - positivist paradigm that is related to the objective analysis of reality, which is considered as a quantitative, empirical-analytical and rationalist approach to make the numerical measurement of data and variables. For data collection, a census-type sample was taken of 30 company workers linked to marketing and social programs and another probabilistic sample with simple random selection with 80 households from the Agualinda community that belong to the company's interest groups. The results describe the mix of social marketing that the Cerámica Italia company currently develops, which was complemented with the analysis of the social management instruments that are used and with the diagnosis of the socioeconomic conditions of the Agualinda village and the how they have been linked to the social offer of the organization. It was concluded that the design of social marketing strategies is pertinent to integrate the mixture of the 7p with the different social management instruments to strengthen the targeting, optimization of resources and impact of social projects, in order to improve the quality of life. of the inhabitants who have conditions of vulnerability.
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Palabras clave
Mezcla de marketing social, Gestión social, Población vulnerable, Social marketing mix, Social management, Vulnerable population
