| dc.contributor.advisor | Ortegón Cortazar, Leonardo | |
| dc.contributor.author | Bejarano Mosquera, Jheison Estith | |
| dc.coverage.spatial | Bogotá D.C. | |
| dc.coverage.temporal | Enero a Mayo 2025 | |
| dc.date.accessioned | 2025-10-27T14:40:25Z | |
| dc.date.available | 2025-10-27T14:40:25Z | |
| dc.date.issued | 2025-07-14 | |
| dc.identifier.uri | http://hdl.handle.net/10823/7891 | |
| dc.description.abstract | Este estudio tiene el objetivo de analizar la percepción de las dimensiones constitutivas de la Comunicación Integrada de Mercadeo (CIM) por parte de estudiantes universitarios en el marco de la educación superior en Colombia; para tal fin, se empleó un estudio cuantitativo basado en una encuesta estructurada en línea alcanzando un tamaño de 391 participantes activos en programas académicos de IES. Se utilizo un análisis factorial de acuerdo con el propósito del estudio logrando revelar las dimensiones latentes de la percepción de las CIM en las IES siendo catalogadas como Alineación y Escucha Activa, e Interactividad. Con estos hallazgos se discute el impacto de la CIM dentro del sector de educación superior en Colombia destacando los procesos de prospectación y entrega de valor de las IES. Se recomienda definir planes de comunicación estratégicamente diseñados que se apalanquen en estas 3 dimensiones que quedaron agrupadas en dos componentes, y mediante ellos lograr el aumento de la intención de matrícula por parte de los prospectos interesados. | spa |
| dc.format.mimetype | application/pdf | spa |
| dc.language.iso | spa | spa |
| dc.title | Dimensiones de la comunicación integrada de mercadeo aplicada a la educación superior en Colombia: oportunidades y retos de gestión | spa |
| dc.type | materThesis | spa |
| dc.type.local | Tesis/Trabajo de grado - Monografía - Maestría | spa |
| dc.type.driver | info:eu-repo/semantics/masterThesis | spa |
| dc.title.translated | Dimensions of Integrated Marketing Communication Applied to Higher Education in Colombia: Management Opportunities and Challenges | spa |
| dc.subject.proposal | Alineación | spa |
| dc.subject.proposal | Comunicación integrada de mercadeo | spa |
| dc.subject.proposal | Escucha activa | spa |
| dc.subject.proposal | Interactividad | spa |
| dc.subject.lemb | Cultura organizacional | spa |
| dc.subject.lemb | Plan de negocios - comunicación integrada | spa |
| dc.subject.lemb | Servicio al cliente - fidelización | spa |
| dc.description.abstractenglish | The objective of this study is to analyze the perception of the constituent dimensions of Integrated Marketing Communication (IMC) by university students in the framework of higher education in Colombia; to this end, a quantitative study based on a structured online survey was used, reaching a size of 391 active participants in academic programs of HEI. A factorial analysis was used according to the purpose of the study, revealing the latent dimensions of the perception of the CIM in HEIs, which were catalogued as Alignment and Active Listening, and Interactivity. With these findings, the impact of the CIM within the higher education sector in Colombia is discussed, highlighting the processes of prospecting and value delivery of HEIs. It is recommended to define strategically designed communication plans that leverage on these 3 dimensions that were grouped into two components, and through them achieve the increase of enrollment intention on the part of interested prospects. | spa |
| dc.subject.keywords | Active listening | spa |
| dc.subject.keywords | Alignment | spa |
| dc.subject.keywords | Integrated marketing communication | spa |
| dc.subject.keywords | Interactivity | spa |
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| dc.publisher.program | Maestría en Gerencia Estratégica de Mercadeo | spa |
| dc.type.coar | http://purl.org/coar/resource_type/c_bdcc | spa |
| dc.publisher.faculty | Facultad de Sociedad, Cultura y Creatividad | spa |
| dc.identifier.instname | instname:Politécnico Grancolombiano | spa |
| dc.identifier.reponame | reponame:Alejandría Repositorio Comunidad | spa |
| dc.type.hasversion | info:eu-repo/semantics/acceptedVersion | |
| dc.rights.accessrights | info:eu-repo/semantics/openAccess | |
| dc.identifier.repourl | repourl:http://alejandria.poligran.edu.cos | spa |
| dc.type.redcol | https://purl.org/redcol/resource_type/TM | |
| dc.rights.creativecommons | Atribución-NoComercial-SinDerivadas 2.5 Colombia | spa |
| dc.type.version | info:eu-repo/semantics/draft | spa |
| dc.type.coarversion | http://purl.org/coar/version/c_ab4af688f83e57aa | spa |
