Informe final implementación de Scrum para el seguimiento del Plan de Mercadeo en American Sport Systems
| dc.contributor.advisor | Fuentes López, Héctor Javier | |
| dc.contributor.author | Gómez Garzón, Sonia Alejandra | |
| dc.creator.email | alejandra9471@hotmail.com | |
| dc.creator.id | 20231268015 | |
| dc.date.accessioned | 2025-09-24T20:16:23Z | |
| dc.date.available | 2025-09-24T20:16:23Z | |
| dc.date.created | 2025-06-11 | |
| dc.description | El presente proyecto de profundización tiene como objetivo implementar la metodología Scrum para el seguimiento y gestión eficiente del Plan de Mercadeo en American Sport Systems, con el fin de optimizar la coordinación, priorización y ejecución de las actividades de mercadeo. American Sport Systems se enfrenta al desafío de mejorar la ejecución y seguimiento de su Plan de Mercado. Se ha identificado que la organización no cuenta con un sistema de seguimiento claro y eficiente para monitorear el avance de las actividades de mercadeo, lo que ha afectado la ejecución de este. Este estudio parte de la necesidad de mejorar el proceso de seguimiento integrando metodologías agiles. | |
| dc.description.abstract | This in-depth project aims to implement the Scrum methodology for the monitoring and efficient management of the Marketing Plan at American Sport Systems, with the purpose of optimizing the coordination, prioritization, and execution of marketing activities. American Sport Systems faces the challenge of improving the implementation and monitoring of its Marketing Plan. It has been identified that the organization lacks a clear and efficient tracking system to monitor the progress of marketing activities, which has negatively impacted its execution. This study arises from the need to enhance the monitoring process by integrating agile methodologies. | |
| dc.format.mimetype | ||
| dc.identifier.uri | http://hdl.handle.net/11349/99240 | |
| dc.language.iso | spa | |
| dc.publisher | Universidad Distrital Francisco José de Caldas | |
| dc.relation.references | Aragonés-Jericó, C., & Canales-Ronda, P. (2022). AGILE LEARNING IN MARKETING: SCRUM IN HIGHER EDUCATION. Journal of Management and Business Education, 5(4), 345–360. https://doi.org/10.35564/jmbe.2022.0020 | |
| dc.relation.references | Deemer, P., Benefield, G., Larman, C., & Vodde, B. (2009). INFORMACIÓN BÁSICA DE SCRUM (THE SCRUM PRIMER). www.ScrumTI.com | |
| dc.relation.references | Katare, S. (2022). Agile Marketing as a Key Driver to Increasing Operational Efficiencies and Speed to Market. International Journal of Business Administration, 13(2), 92. https://doi.org/10.5430/ijba.v13n2p92 | |
| dc.relation.references | Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0 Technology for humanity. Wiley. | |
| dc.relation.references | Kotler, Philip., & Armstrong, Gary. (2013). Fundamentos de marketing. Pearson Educación. | |
| dc.relation.references | Lancaster, R. (2021, September 15). Does Scrum Work for Marketing Campaigns? https://www.ironpaper.com/webintel/does-scrum-work-for-marketing-campaigns | |
| dc.relation.references | Molenaar, J. (2014). Marketing Scrum vs IT Scrum. https://agilealliance.org/resources/experience-reports/marketing-scrum-vs-scrum-two-marketing-case-studies-now-act-first-apologize-later/ | |
| dc.relation.references | McDonald, M., & Wilson, H. (2011). Marketing Plans: How to Prepare Them, How to Use Them. (Seventh Edition). Wiley | |
| dc.relation.references | Pettersson, E., & Simek, P. (2021). THE EMERGENCE OF AGILE MARKETING IN THE DIGITAL ERA. | |
| dc.relation.references | Rigby, D., Sutherland, J., & Takeuchi, H. (2016, May). Embracing Agile. Harvard Business Review. https://hbr.org/2016/05/embracing-agile | |
| dc.relation.references | Rubin, K. S. (2012). Essential Scrum: A Practical Guide to the Most Popular Agile Process. Pearson. | |
| dc.relation.references | Schwaber, K., & Sutherland, J. (2020). The Scrum Guide The Definitive Guide to Scrum: The Rules of the Game. | |
| dc.relation.references | Speets, N. (2023, July 3). Agile Marketing using Scrum: A Kick-start Guide. https://theagilecompany.org/agile-marketing-using-scrum/ | |
| dc.relation.references | Streule, T., Miserini, N., Bartlomé, O., Klippel, M., & De Soto, B. G. (2016). Implementation of Scrum in the Construction Industry. Procedia Engineering, 164, 269–276. https://doi.org/10.1016/j.proeng.2016.11.619 | |
| dc.relation.references | Sutherland, J. (2014). Scrum: El arte de hacer el doble de trabajo en la mitad de tiempo (Vol. 1). OCEANO. | |
| dc.rights.acceso | Restringido (Solo Referencia) | |
| dc.rights.accessrights | RestrictedAccess | |
| dc.subject | Metodología Scrum | |
| dc.subject | Plan de mercadeo | |
| dc.subject | Seguimiento | |
| dc.subject | Metodologías ágiles | |
| dc.subject | Gestión de actividades | |
| dc.subject.keyword | Scrum Methodology | |
| dc.subject.keyword | Marketing Plan | |
| dc.subject.keyword | Monitoring | |
| dc.subject.keyword | Agile Methodologies | |
| dc.subject.keyword | Activity Management | |
| dc.subject.lemb | Maestría en Gerencia Integral de Proyectos -- Tesis y disertaciones académicas | |
| dc.subject.lemb | Gestión de proyectos | |
| dc.subject.lemb | Marketing | |
| dc.subject.lemb | Desarrollo de software ágil | |
| dc.subject.lemb | Planificación de empresas | |
| dc.subject.lemb | Sistemas de información | |
| dc.title | Informe final implementación de Scrum para el seguimiento del Plan de Mercadeo en American Sport Systems | |
| dc.title.titleenglish | Final Report on the Implementation of Scrum for the Monitoring of the Marketing Plan at American Sport Systems | |
| dc.type | masterThesis | |
| dc.type.coar | http://purl.org/coar/resource_type/c_bdcc | |
| dc.type.degree | Pasantía | |
| dc.type.driver | info:eu-repo/semantics/masterThesis |
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