Diseño de programa de marketing social “ser padres” para estudiantes de vinculación de la universidad de guayaquil 2019
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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Se concibe que la campaña de marketing social, dirigida a estudiantes universitarios sea acogido tanto por el departamento de Vinculación de la Facultad, como el de Bienestar Estudiantil y ayuden a su implementación. Se deja constancia que aquí se desarrolla solo un estudio empírico que promueve la acción social, por lo tanto, su desarrollo es netamente teórico con el alcance espacial de la Universidad de Guayaquil y con recursos limitados provenientes del pecunio del autor de este documento. En el primer capítulo se observaron las líneas de investigación de la facultad con las que se las relacionó con el problema planteado, y aquí se detallaron tanto la formulación sistémica como los objetivos de la investigación. En el segundo capítulo se detalló un marco teórico que vinculo tanto al marketing social como las charlas educativas de grupos vulnerables de la sociedad. Muchos estudios lograron ampliar el panorama de lo que se investiga. En el tercer capítulo se detalló el método a investigar y en el mismo se detallaron los resultados obtenidos en la investigación tanto en las encuestas como en las entrevistas. En el cuarto capítulo se estableció una propuesta que fue sustentada con toda la información recopilada en capítulos anteriores, se propone un plan de vinculación con la sociedad diseñado por la Universidad de Guayaquil y se encuentra descargable en la página www.ug.edu.ec.
It is conceived that the social marketing campaign, aimed at university students, will be welcomed by both the Department of Linking of the Faculty, as well as the Student Welfare Department and help with its implementation. It is noted that here an empirical study is developed that promotes social action, therefore, its development is purely theoretical with the spatial scope of the University of Guayaquil and with limited resources from the author's pecunium of this document. In the first chapter the lines of investigation of the faculty were observed with which they were related to the problem posed, and here both the systemic formulation and the objectives of the investigation were detailed. In the second chapter, a theoretical framework that links both social marketing and educational talks of vulnerable groups in society was detailed. Many studies managed to broaden the picture of what is being investigated. In the third chapter the method to investigate was detailed and in it the results obtained in the investigation were detailed both in the surveys and in the interviews. In the fourth chapter a proposal was established that was supported with all the information collected in previous chapters, a linkage plan with the society designed by the University of Guayaquil is proposed and is downloadable on the page www.ug.edu.ec.
It is conceived that the social marketing campaign, aimed at university students, will be welcomed by both the Department of Linking of the Faculty, as well as the Student Welfare Department and help with its implementation. It is noted that here an empirical study is developed that promotes social action, therefore, its development is purely theoretical with the spatial scope of the University of Guayaquil and with limited resources from the author's pecunium of this document. In the first chapter the lines of investigation of the faculty were observed with which they were related to the problem posed, and here both the systemic formulation and the objectives of the investigation were detailed. In the second chapter, a theoretical framework that links both social marketing and educational talks of vulnerable groups in society was detailed. Many studies managed to broaden the picture of what is being investigated. In the third chapter the method to investigate was detailed and in it the results obtained in the investigation were detailed both in the surveys and in the interviews. In the fourth chapter a proposal was established that was supported with all the information collected in previous chapters, a linkage plan with the society designed by the University of Guayaquil is proposed and is downloadable on the page www.ug.edu.ec.
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MARKETING SOCIAL, PROGRAMA DE VINCULACIÓN, SER PADRE