Ingeniería de Empresas-Tesis de Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/87

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Browsing Ingeniería de Empresas-Tesis de Pregrado by Subject "Administración"

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    Estrategias de Imbound Marketing aplicadas para la captación de nuevos alumnos del Colegio Alemán Stiehle de Cuenca para el año lectivo 2025-2026
    (Universidad de Cuenca, 2025-05-27) Macancela Córdova, Sebastián Fernando; Saquicela Aguilar, María Esthela
    Education is a process through which the human being is prepared to develop within society. The main preparation agency is the educational institutions where teachers are in charge of training the human being. Nowadays, the increase of the population and therefore of the educational demand, has caused an increase of the offer of educational centers, becoming in certain places a competitive panorama. Therefore, institutions must work to stand out and excel in the market. That is why this study seeks to propose a marketing plan using the Inbound Marketing tool to attract new students of the Colegio Alemán Stiehle de Cuenca for the school year 2025-2026. For this purpose, an analysis of the resources available in the institution is carried out, as well as a previous market research, in order to find the profile of the potential client. The strategic plan is based on the four stages of inbound marketing, which are attracting, converting, selling and loyalty, for each of the stages certain strategies and contents have been developed that will allow an improvement in the attraction of students during the study period. To visualize the results, several indicators have been proposed that will allow to know the progress in each of the stages of the plan, after its implementation.
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    Impacto de la comunicación digital en la satisfacción de los socios mediante neuromarketing y propuestas de estrategias inbound marketing para el servicio Jardín Azuayo Móvil
    (Universidad de Cuenca, 2025-05-26) Puma Asitimbay, Milena Estefania; Vásquez Calle, Angie Johanna; Saquicela Aguilar, María Esthela
    The main objective of this thesis is to analyze the impact of digital communication on the satisfaction of the members of Cooperativa de Ahorro y Crédito Jardín Azuayo (a credit union based in Ecuador) using neuromarketing techniques and to propose Inbound Marketing strategies aimed at optimizing the Jardín Azuayo Móvil app. The research follows a neuroqualitative approach and uses tools such as electroencephalography (EEG), eye tracking, and galvanic skin response (GSR), complemented by structured interviews with a sample of twenty members. An analysis of the current state of the cooperative’s digital communication was conducted, followed by an evaluation of the participants’ interactions with the digital platforms: Facebook, Instagram, the website, and the Jardín Azuayo Móvil app, in order to identify opportunities for improvement through the analysis of emotions, emotional intensity, and areas of specific visual attention. Based on the results, the stages of the Inbound Marketing model, attract, convert, close, and delight, were applied to formulate strategies focused on optimizing the Jardín Azuayo Móvil app.
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    Propuesta de incubadora para el programa de medicina prepagada Check Me para la empresa Universitaria de Salud EP EUS-EP de la Universidad de Cuenca
    (Universidad de Cuenca, 2023-08-28) Paredes Largo, Katerine Rocío; Girón Correa, Lisseth Fernanda; Astudillo Durán, Silvana Vanessa
    Business incubators are considered institutions that support entrepreneurs by providing guidance in ideation, incubation, acceleration, and implementation of various projects. Their role is crucial in terms of project competitiveness and sustainability, so it is important to determine their feasibility within the healthcare field. In this regard, the objective of this thesis is to develop a proposal for an incubator for the "Check Me" prepaid medicine program. Firstly, a benchmarking analysis was conducted on healthcare business incubators, both in the national and international context, using real cases, studies, and existing incubators as references to understand the strategies and best practices utilized. Additionally, a market study was carried out to assess the potential scope of the business incubator, surveying healthcare professionals from the Azuay province. This allowed for the development of service feasibility, as well as organizational, industrial, legal, and financial feasibility. Furthermore, a proposal was designed for the growth of the healthcare incubator, creating and suggesting certain strategies to meet society's expectations.