Examinando por Materia "Ruta metodológica"

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    Propuesta de una ruta metodológica que permita implementar efectivamente el neuromarketing en empleados de una compañía de Medellín
    (Universidad EIA, 2019) Ospina Restrepo, Maria Paula; Cortés Pérez, Hernán Darío
    Today, companies must have high levels of competitiveness, thanks to the fact that with globalization and great technological advances it is increasingly difficult to be different or offer an innovative product or service. Therefore, organizations are obliged to work on the only truly competitive advantage: their employees. To be excellent in the quality of products and services, which are developed by the company's employees, the internal customer is prioritized, who requires the most attention so that he, being satisfied, can serve the client in the best way external. Under this need, Internal Marketing originates, where selling the company to employees, falling in love, keeping them aligned, becomes the real purpose of marketing within a company. Therefore, the proposal of a methodological route arises in order to use neuromarketing as an efficient and truthful measurement tool regarding motivational factors, each with different objectives but united by the ability to improve processes within a company. Therefore, it is proposed to unify them, being the support of the other and thus, improve internal marketing and therefore the work environment of a company. Each topic was thoroughly investigated to establish the best parameters and steps to follow in the methodological path, including the variables to be measured and their form of measurement, in addition to determining the changes that were to be applied within the company based on Neuromarketing studies . In this paper, secondary data investigations were articulated and the internal client was continuously adapted, an information and comparison was also made between the measurement methods of three companies: Avon, Fukutex and Coomeva. This research was carried out under a mixed approach, because the measurement of the variables has quantitative characteristics, in which surveys were carried out to Avon workers about their disposition before the proposed measurements on the route, making a qualitative measurement and Graph with the data thrown. Qualitative techniques were also applied, which again includes surveys (open questions) and interviews with experts on the issues in question (motivation, neuromarketing and neurosciences). It is also considered exploratory because it aims to develop a methodological route proposal that serves as a guide for any company. Finally, the “PIMED” methodological route was designed, consisting of five fundamental steps: forecasting, implementation, measurement, execution and design of the action plan. This is the methodology built thanks to the information collected from research related to neuromarketing and the variables provided by the surveys and interviews.