Estudio de imagen y posicionamiento del Instituto de Lenguas de la Universidad Industrial de Santander mediante técnicas de neuromarketing para proponer mejoras al proceso de comunicación

Ruiz Bermudez, Laura Lucia; Toloza Diaz, Jennifer Melisa

Publicación:
Estudio de imagen y posicionamiento del Instituto de Lenguas de la Universidad Industrial de Santander mediante técnicas de neuromarketing para proponer mejoras al proceso de comunicación

dc.contributor.advisor	Rubiano Espinosa, Javier Fernando
dc.contributor.author	Ruiz Bermudez, Laura Lucia
dc.contributor.author	Toloza Diaz, Jennifer Melisa
dc.date.accessioned	2024-03-03T23:23:50Z
dc.date.available	2017
dc.date.available	2024-03-03T23:23:50Z
dc.date.created	2017
dc.date.issued	2017
dc.description.abstract	Actualmente las organizaciones deben estar encaminadas a una comunicación continua con el cliente para enfocar los productos y servicios a sus necesidades y deseos ya que un proceso de comunicación bien estructurado se convierte en una fortaleza estratégica.
dc.description.abstractenglish	Nowadays, the companies should seek to continuously communicate with the customer to focus the products and services according to their needs and desires since a well-structured communication process becomes strategic strength. The develop of this Project, is focused on the study of image and positioning of Language Institute to know how customers see the Institute and its competitors, finding improvement opportunities to design and implement strategies focused on the process of communication towards the client. In this study is presented in the first instance a diagnosis which consisted of qualitative and quantitative research through direct observation, depth interviews, focus group, mystery shopper and surveys. A key element of communication is advertising, for that reason the second phase is about the application of neuromarketing technologies to the ads used in the Institute to obtain veracious results on the attention, the meditation and emotional impact generated by the studied pieces. This technique is very important since it allows determining the effectiveness of the advertising pieces and designing campaigns with high emotional impact that generate remembrance and lead to purchase the service. Due to the above, proposals were made and some activities were implemented during project implementation. The implementation results are presented, as its measurement and the indications for the implementation of all the activities of each proposal. Finally, it is evident the importance of the organization culture based on the constant interaction with the internal and external customer evaluating this process to obtain a continuous improvement.
dc.description.degreelevel	Pregrado
dc.description.degreename	Ingeniero Industrial
dc.format.mimetype	application/pdf
dc.identifier.instname	Universidad Industrial de Santander
dc.identifier.reponame	Universidad Industrial de Santander
dc.identifier.repourl	https://noesis.uis.edu.co
dc.identifier.uri	https://noesis.uis.edu.co/handle/20.500.14071/36846
dc.language.iso	spa
dc.publisher	Universidad Industrial de Santander
dc.publisher.faculty	Facultad de Ingenierías Fisicomecánicas
dc.publisher.program	Ingeniería Industrial
dc.publisher.school	Escuela de Estudios Industriales y Empresariales
dc.rights	http://creativecommons.org/licenses/by/4.0/
dc.rights.accessrights	info:eu-repo/semantics/openAccess
dc.rights.creativecommons	Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)
dc.rights.license	Attribution-NonCommercial 4.0 International (CC BY-NC 4.0)
dc.rights.uri	http://creativecommons.org/licenses/by-nc/4.0
dc.subject	Comunicación
dc.subject	Cliente
dc.subject	Eeg
dc.subject	Eye Tracking
dc.subject	Marketing
dc.subject	Microexpresiones Faciales
dc.subject	Neuromarketing
dc.subject	Servicio Al Cliente
dc.subject	Software De Emociones.
dc.subject.keyword	Communication
dc.subject.keyword	Customer
dc.subject.keyword	Customer Service
dc.subject.keyword	Eeg
dc.subject.keyword	Emotions Software
dc.subject.keyword	Eye Tracking
dc.subject.keyword	Facial Micro Expressions
dc.subject.keyword	Marketing
dc.subject.keyword	Neuromarketing
dc.title	Estudio de imagen y posicionamiento del Instituto de Lenguas de la Universidad Industrial de Santander mediante técnicas de neuromarketing para proponer mejoras al proceso de comunicación
dc.title.english	Study of image and positioning of the languages institute of the industrial university of santander using neuromarketing techniques to propose improvements to the communication process.
dc.type.coar	http://purl.org/coar/version/c_b1a7d7d4d402bcce
dc.type.hasversion	http://purl.org/coar/resource_type/c_7a1f
dc.type.local	Tesis/Trabajo de grado - Monografía - Pregrado
dspace.entity.type	Publication