Estrategia de marketing para el reconocimiento de los productos vinculados a los grupos de investigación de la Facultad Tecnológica de la UDFJC

Abstract

The purpose of the degree project is to establish in the first instance a set of options for the dissemination of the products of the research groups of the Technological Faculty of the Universidad Distrital Francisco José de Caldas, covering it in the context of marketing and using the different methodologies proposed by this topic in order to achieve a common goal. Therefore, to start with the process, a research on theoretical issues related to relational and personalized marketing was carried out, since through these two aspects the whole project will be directed to solve problems of communication, dissemination and impact of the products resulting from the research groups (IG's) to be supported, in such a way that the bases and theoretical references necessary for the work would be obtained. After this, a method is established to obtain relevant data on the research groups through relevant platforms such as MinCiencias and GrupLAC, which will demarcate both the classification of the products and their historical production data. Consequently, tables were established as contextualized databases in terms of faculty, curricular project and research groups, in order to have different spaces for comparison and facilitate the analysis. Then, in order to have a good understanding and analysis of the information obtained, a visualization of data and indicators was carried out through the design of dashboards in the Power BI tool, where the influence of each product was established by means of data typologies following the same contexts and terms already mentioned such as faculty, research projects and their groups. Once the graphs and visual media for interpretation were obtained, the products that were most important for each group, project and faculty were recognized, emphasizing a ranking of a maximum of 5 products in a period of time of 6 years for most groups and 11 years for those that were relevant, in order to establish the first strategies aimed at proposing networks, libraries and research repositories that best suited each group, taking into account their characteristics, typology and other factors evidenced. On the other hand, the second approach of the strategies was determined, which was oriented to the relationships and interactions that the groups could have with the actors, groups, entities or companies that would support the joint work in the research product development activities. Consequently, a survey was established, from which the answers would be used as a data base in the creation of a diagram of networks of nodes that will determine those actors with whom they interact the most and thus be able to carry out an investigation of why they are developed. Finally, it was summarized those actors that are more convenient to establish relationships and carry out joint interactions in the creation of research products, which led to the proposal of marketing strategies focused on these relationships and to offer research groups the options for all members to have a visible guide on how to disseminate their products efficiently