Browsing by Author "Morales Aldean, Juan Pablo"

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    Análisis Prospectivo de lasEstrategias de Marketing Digital en Instituciones de Educación Superior:Método MICMAC
    (2024-12-05) Benavides Vinueza, Alexis Gerardo; Morales Aldean, Juan Pablo; Morales Lopez, David Alexander; Pasato Guallpa, Pamela Elizabeth
    Higher Education Institutions present challenges to stay in a competitive and globalized market, the purpose of this research is: "To carry out a prospective analysis of Digital Marketing Strategies at the Instituto Superior Tecnológico Consulting Group, Ecuador, this study analyzes the dynamics of influence and dependence between the key variables of management, digital marketing using the MICMAC matrix. The methodology was carried out under the Structural Analysis method through the MICMAC software that constitutes a contribution to the strategic foresight toolbox for a group of 7 professors. The research identifies how key variables: digital marketing, content creation, content segmentation and social networks as they interact and feedback, generating synergies and optimizing the marketing system. Through the interpretation of the results, the importance of comprehensive and adaptive management is highlighted, emphasizing flexibility and constant monitoring to maximize the impact and effectiveness of the strategies. The findings underline the importance of applying advanced analytical methodologies in making informed decisions, allowing for better use of resources and greater responsiveness to market changes.Keywords: Digital Marketing, Structural Analisys,Content Segmentation, Artificial Intelligence, Content Creation
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    El nuevo consumidor digital: Marketing transformador y comportamiento del cliente en la Era Digital
    (YOL Editorial, 2024) Morales Aldean, Juan Pablo; Murillo Villacis, Raquel Irene; Paz Salas, Nataly Alejandra; Morales López, David Alexander; Pallo Tulmo, Patricia Alexandra
    Esta obra ofrece una guía completa sobre cómo las empresas pueden navegar el complejo y dinámico paisaje del marketing digital. Al explorar las expectativas cambiantes y comportamientos del consumidor, las marcas pueden no solo sobrevivir sino prosperar, desarrollando estrategias que resuenen profundamente con el consumidor moderno, y fomenten relaciones duraderas y mutuamente beneficiosas. Este libro busca no solo comprender el presente, sino también anticipar el futuro en la intersección de la tecnología, el marketing y el comportamiento del consumidor.
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    Perspectivas del Marketing Digital para la Difusión de la Producción Científica en Institutos Tecnológicos
    (2024-12-05) Benavides Vinueza, Alexis Gerardo; Morales Aldean, Juan Pablo; Morales Lopez, David Alexander; Pasato Guallpa, Pamela Elizabeth
    The purpose of the research is “To reveal, from the meanings of teachers, the use of digital marketing tools for the development of sustainable scientific production, at the Instituto Superior de Tecnología Consulting Group Ecuador.” Considering the methodological aspect, the study is framed in qualitative research and interpretive paradigm. The key informants were 6 teachers from the institute. The data collection techniques were in-depth interviews; Data analysis was carried out following the Miles and Huberman method and triangulation. The information was processed through Atlas ti software. The findings yielded three categories; Digital Marketing, Scientific Production and Academic Programs that revealed the importance of the application of the marketing strategy for the generation of value and dissemination of scientific production, as well as the willingness of the teaching staff to train to integrate itwith the needs of the users