Especialización Innovación y Marketing

URI permanente para esta colecciónhttp://hdl.handle.net/11634/29851

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Desafios del Branding Personal en la Era Digital: Autenticidad y Diferenciación en Colombia
(Universidad Santo Tomás, 2026-05-05) Bolívar Villamizar, Juan David; Jarro Sisa, Mauricio Alejandro; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000102629; https://scholar.google.com/citations?user=w054mskAAAAJ; https://orcid.org/0000-0002-5583-8607
In a context marked by digitalization and growing professional competition in Colombia, this research analyzes the challenges and strategies for building an effective personal branding in the digital era. The central problem lies in the difficulty professionals face in differentiating themselves and maintaining authenticity in saturated digital environments, where visibility and coherence are crucial for professional positioning. Based on the question, What are the main challenges and strategies for building an effective personal branding in the digital era?, the general objective was to analyze the challenges and opportunities of personal branding with an emphasis on differentiation, authenticity, and public perception, in order to strengthen professional identity and reputation. Specifically, the study sought to identify the main difficulties professionals face when developing their personal brand, to assess the impact of authenticity and coherence in building a trustworthy image, and to propose ethical and sustainable strategies that enhance visibility and professional development. The research, of mixed nature and descriptiveexplanatory approach, applied surveys to sixty participants, including professionals, students, and digital marketing experts, complemented by content analysis. The results show that, although there is a high recognition of the value of personal branding, difficulties persist in maintaining coherence between the projected image and the real identity, concluding that digital education, strategic differentiation, and communication ethics are essential pillars for building strong, authentic, and sustainable personal brands.
Diagnóstico Estratégico del Marketing de Contenidos en Educación Superior: Análisis del Caso Universidad Santo Tomás, Seccional Villavicencio
(Universidad Santo Tomás, 2026-04-10) Vega Reyes, María Dioneira; Bautista Calderón, Yeimy Carolina; Gutiérrez Hurtado, Juan Alejandro; Universidad Santo Tomás
The rise of Web 2.0 has profoundly transformed the interaction between institutions and users, consolidating social networks as essential collaborative spaces for communication in higher education. These platforms, initially oriented toward leisure, have become strategic channels that enable the building of communities, strengthening institutional identity, and connecting with young audiences who primarily consume information digitally. The most widely used social networks—such as WhatsApp, Facebook, Instagram, and TikTok—offer opportunities for segmentation, reach, and the creation of relevant content that, when integrated into well-structured marketing strategies, enhance the visibility and reputation of educational institutions. Previous research shows that visual, testimonial, and emotional content generates greater engagement, which positively influences the relational quality between students and universities, fostering loyalty and strengthening institutional branding. In a highly competitive environment, universities require bidirectional communication strategies based on dialogue, adaptation, and feedback, which allow them to understand the needs of their audiences and position their academic offerings more effectively. From this perspective, Santo Tomás University, Villavicencio campus, recognizes the need to move from operational digital management to a comprehensive content marketing strategy aligned with its institutional identity. Investment in social networks, data analytics, the use of digital trends, and brand differentiation are consolidated as key elements to strengthen its digital presence and sustainably attract new audiences.
Caso de éxito: implementación de prácticas sostenibles y socialmente responsables en empresas boyacenses
(Universidad Santo Tomás, 2026-03-26) Daza Nope, Laura Carolina; Jarro Sisa, Mauricio Alejandro; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000102629; https://scholar.google.com/citations?user=w054mskAAAAJ; https://orcid.org/0000-0002-5583-8607
This study analyzes the implementation of sustainable practices and corporate social responsibility in companies located in the department of Boyacá, with the aim of identifying successful strategies, obtained benefits, and key factors that can serve as a guide for other organizations. The research arises from the need to strengthen business sustainability, considering that although many companies show interest in these practices, there are still significant gaps in their effective implementation, mainly due to financial limitations, lack of training, and weaknesses in impact measurement. From a theoretical perspective, sustainability is addressed as a strategic axis that integrates economic, social, and environmental aspects, as well as corporate social responsibility understood as an ethical commitment that goes beyond legal compliance and contributes to social development. The research was developed under a qualitative and descriptive approach, using methods such as document review, case studies, and semi-structured interviews with companies from different sectors. The results show that companies in Boyacá have implemented various sustainable practices, such as circular economy, efficient use of resources, clean energy, and social programs, generating economic, operational, environmental, social, and reputational benefits. However, obstacles were also identified, including limited access to green financing, weak enforcement of regulations, and the lack of integration of sustainability across all organizational levels. Finally, it is concluded that sustainability should not be seen as a cost, but as a strategic opportunity that strengthens competitiveness and business legitimacy. Likewise, the importance of replicating best practices, strengthening alliances between sectors, and promoting policies that drive sustainable development in the region is highlighted.
Estrategias de Innovacion para Empresas Productoras de Leche en San Miguel de Sema, Boyacá
(Universidad Santo Tomás, 2026-03-17) Peña Blanco, Gladys Liliana; Gonzalez Medrano, Julie Katerin; Suarez Pineda, Luri; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492323; https://scholar.google.com/citations?user=KDYpbjoAAAAJ&hl=es; https://orcid.org/0000-0002-9770-4965
This mixed-method project presents the final research results. It seeks to design innovative strategies for dairy farmers in Sabaneca (San Miguel de Sema, Boyacá) to improve their productivity and sustainability. The study was conducted on three farms with similar characteristics that are benchmarks in good livestock practices and represent a convenience sample for developing the project's objectives. The project was developed using direct observation techniques, semi-structured interviews, and documentary review. As a result of the study, strategies were generated from administrative, agricultural, animal, infrastructure, human talent, and environmental perspectives, which aim to improve the sector's competitiveness, with protocols to organize information, reduce costs, and facilitate decision-making. It is evident that resources and support tools for dairy farmers exist, but are being underutilized. The farms studied serve as role models, replicable to other dairy production units in the sector.
Enfoque Digital para fomentar el turismo sostenible en la provincia del Valle de Ubaté
(Universidad Santo Tomás, 2025-12-01) Gómez Sierra, Fabián Andrés; Jarro Sisa, Mauricio Alejandro
The digital approach constitutes a key strategy for promoting tourism, in this case referring to sustainable tourism in the Province of Valle de Ubaté, located in the Cundiboyacense high plateau of Colombia. This article presents the results of research conducted in the province on productive sustainable rural tourism. A mixed-methods approach was employed, whereby the documentary review provided previously examined data and figures, enabling the characterisation of each municipality through surveys conducted, alongside the contextual analysis and planning required to foster sustainable and productive tourism within the region. Consequently, the findings of the study were analysed, encompassing themes of sustainable tourism and cultural heritage. Furthermore, a detailed description was carried out of the natural areas with tourism potential in the province’s main municipalities, through the implementation of digital marketing strategies aimed at promoting the region’s sustainable tourism, and at attracting and engaging potential visitors. These strategies are aligned with current tourism policies issued by regulatory bodies, which ensure compliance with sustainability principles and the mitigation of environmental impact on natural surroundings, by fostering awareness and the active commitment of all stakeholders in the tourism sector. Finally, the research demonstrates that the Valle de Ubaté Province possesses significant natural wealth, infrastructure, service and sustainable tourism programmes, as well as in cultural and heritage management, all of which contribute to fostering local and productive development within the region.
Estrategias de marketing y comunicación para el desarrollo sostenible y preservación de la identidad cultural en las comunidades rurales de Boyacá.
(Universidad Santo Tomás, 2026-01-26) Bonilla Cortes, Angiee Katerine; Castellanos Holguin, Laura Natalia; Algarra Fagua, Diana Stella; Universidad Santo Tomás
In order to promote their engagement in sustainable development models, rural communities in Boyacá must integrate marketing and communication techniques that take into account local cultural and productive realities. In order to support sustainable development, improve livelihoods, and maintain the cultural identity of rural communities in the Boyacá department, this article aims to provide contextualized marketing and communication methods. The methodology is a combination of a literature review and the use of surveys in rural communities using non-probabilistic sampling, with a documentary and descriptive scope in a non-experimental and cross-sectional design. It was discovered that marketing is primarily seen as a sales and promotion instrument, which represents a constrained understanding of its strategic breadth. It has been determined that strengtheningIn order to support sustainable development, improve livelihoods, and maintain the cultural identity of rural communities in the Boyacá department, this article aims to provide contextualized marketing and communication methods. The methodology is a combination of a literature review and the use of surveys in rural communities using non-probabilistic sampling, with a documentary and descriptive scope in a non-experimental and cross-sectional design.
Estrategias de marketing y comunicación para el desarrollo sostenible y preservación de la identidad cultural en las comunidades rurales de Boyacá.
(Universidad Santo Tomás, 2026-01-26) Bonilla Cortes, Angiee Katerine; Castellanos Holguin, Laura Natalia; Algarra Fagua, Diana Stella; Universidad Santo Tomás - Seccional Tunja.
In order to promote their engagement in sustainable development models, rural communities in Boyacá must integrate marketing and communication techniques that take into account local cultural and productive realities. In order to support sustainable development, improve livelihoods, and maintain the cultural identity of rural communities in the Boyacá department, this article aims to provide contextualized marketing and communication methods. The methodology is a combination of a literature review and the use of surveys in rural communities using non-probabilistic sampling, with a documentary and descriptive scope in a non-experimental and cross-sectional design. It was discovered that marketing is primarily seen as a sales and promotion instrument, which represents a constrained understanding of its strategic breadth. It has been determined that strengtheningIn order to support sustainable development, improve livelihoods, and maintain the cultural identity of rural communities in the Boyacá department, this article aims to provide contextualized marketing and communication methods. The methodology is a combination of a literature review and the use of surveys in rural communities using non-probabilistic sampling, with a documentary and descriptive scope in a non-experimental and cross-sectional design.
Internacionalización de emprendimientos culturales en Ráquira, Boyacá
(Universidad Santo Tomás, 2025-12-04) Rodriguez Niño, Sarah Valentina; Jarro Sisa, Mauricio Alejandro; Jarro Sisa, Mauricio Alejandro; Universidad Santo Tomas
The purpose of this study is to continue the FODEIN project entitled “Appropiation of cultutal and inmaterial heritage focused on strenghtening the artisan sector in the province of Alto Ricaurte in Boyacá and the special district of barrancabermeja, Santander”, developed during 2023. This research focuses on the internacionalization of cultual enterprises in Ráquira, Boyacá, based on quantitative, descriptive, and cross-sectional approach. Surveys were conducted with the support of the Entrepreneurial Tomasinos research group, involving entrepreneurs and small business owners. The partial results reveal the need for associative, training and institutional support from public entities to strengthen and expand the sector toward new markets beyond tourism. Finally, the study proposes a series of international marketing strategies aimed at increasing the competitiveness of the artisan sector, taking as reference the company “Todo Raquira”, which has already begun exporting its products.
TouchMark: Innovación en Etiquetas Táctiles para Empaques Inclusivos en Tunja
(Universidad Santo Tomás, 2025-09-18) Herrera Sandoval, Nicolás Alejandro; Garcia Pacheco, Nancy Patricia; Universidad Santo Tomas
TouchMark is a project that seeks to demonstrate the need to implement tactile labels on product packaging to improve accessibility and inclusion for people with visual impairments in the city of Tunja. The article contextualizes the limited inclusion these individuals face in everyday activities, especially when identifying basic food products. The proposal aims to demonstrate the need to design tactile labels with reliefs, textures, and symbols that are easily recognizable by touch, allowing users to identify brands, contents, and features without having to use their eyes. Methodologically, a qualitative study was conducted with semi-structured interviews with people with visual impairments. The results show that tactile labels significantly improve user autonomy, allowing them to recognize products independently and safely. In a city like Tunja, where accessibility barriers persist, TouchMark presents itself as a viable and replicable alternative to transform users' consumer experience. This initiative aligns with the Sustainable Development Goals (SDGs) and the principles of universal design, promoting more inclusive, equitable, and conscious environments.
Impacto en ventas a través de la mejora en la planimetría y categorización de los minimercados en la ciudad de Tunja.
(Universidad Santo Tomás, 2025-07-24) Ussa Carreño, Britney Astrid; Gomez Baron, Orlando Andrés; Cárdenas, Alexander; Universidad Santo Tomas
This article describes the impact generated on sales through continuous improvement in commercial establishments and categorization in mini-markets in the city of Tunja, in which some explicit strategies that should be implemented are related and how these provide a significant increase in sales, based on different analyses, the importance of a strategic position of the products within the gondolas, the height at which they should be found for better visibility and reach of the consumer. Likewise, a case study is made with a mini-market (La Colmena) an analysis with the help of Nielsen, a tool that provides measurement and data analysis, information about consumers and buyers in national markets to make decisions on shelf replenishment and generate a positive experience for the consumer.
Análisis de los Factores que Influyen en la Decisión de Compra de los Consumidores de Productos de Empaques Biodegradables en el Sector Alimenticio en Colombia.
(Universidad Santo Tomás, 2025-04-11) Garcia Botero, Yennifer; Diego Alberto Waked Esquivel; Universidad Santo Tomas
The use of biodegradable packaging aims to mitigate the current environmental crisis, as single-use plastics in the food sector are among the most significant pollutants. This article analyzes the factors influencing consumers' purchasing decisions regarding biodegradable packaging in Colombia, proposing strategies to enhance their commercialization and acceptance, in alignment with environmental sustainability.
Diagnóstico del uso de herramientas digitales por parte de los productores y comerciantes de artesanías del municipio de Nobsa
(Universidad Santo Tomás, 2025-04-22) Corredor Vargas, Leidy Manuela; Becerra Vargas, Carlos Eduardo; Jarro Sisa, Mauricio Alejandro; Universidad Santo Tomas
This study diagnoses the use of digital tools by the artisans of Nobsa, identifying their impact on product commercialization and the barriers they face in adoption. Through a mixed approach, information was analyzed from a structured survey and a specialized literature review. The results show that lack of training and access to technology are the main challenges for artisans. Practical recommendations are presented to strengthen digital literacy and leverage digital marketing as a strategy to expand markets.
Estrategias de Marketing digital en el Sector Hotelero en la Ciudad de Paipa
(Universidad Santo Tomás, 2025-01-27) Mejía Gómez; Mora, Hector; Universidad Santo Tomás
The paper analyses digital marketing strategies in the hotel sector in Paipa, highlighting the need to innovate and adapt to a constantly evolving market. The implementation of advanced technologies, such as artificial intelligence and chatbots, is proposed to optimise marketing strategies and improve understanding of consumer behaviour. In addition, it is suggested to develop training programmes in digital marketing to strengthen the competitiveness of entrepreneurs in the sector.
Impacto del marketing y la innovación en el sector gastronómico de Tunja: un análisis desde la perspectiva del cliente
(Universidad Santo Tomás, 2024) Arcos, Claudia; Bolívar, Deisy; Lesmes, Viviana; Universidad Santo Tomás
The main purpose of this article is to analyze the impact of marketing and innovation on restaurants in the city of Tunja from the customer’s perspective. To achieve this, a detailed diagnosis of the current state of the gastronomic sector was conducted through a mixed-method descriptive research process, in which structured surveys were administered to a representative sample of 315 consumers. These surveys collected information on consumption habits, satisfaction levels, perceptions of the implementation of marketing and innovation strategies, and suggestions for improvement in this sector. The results identified weaknesses, strengths, and potential areas for improvement, which led to the formulation of strategic recommendations aimed at enhancing the profitability, competitiveness, and sustainability of gastronomic establishments.
El Rol De La Cultura De Innovación En La Adaptación De Las Empresas Al Entorno Digital: Un Estudio De Caso En Empresas Colombianas (Argos, Totto Y Rappi)
(Universidad Santo Tomás, 2024-10-04) Laverde Avendaño, Alisonn Laverde; Lesmes Ortiz, Lizeth Viviana; Universidad Santo Tomás
The current business landscape is undergoing a radical transformation driven by digital technologies. Authors such as Kotler (2021) and Rifkin (2014) point out that this transformation is redefining the way companies operate, interact with their customers, and compete in the market. Companies that do not adapt to this new digital environment run the risk of becoming obsolete and losing competitiveness, as confirmed by studies carried out by McKinsey & Company (2022) and Oxford Economics (2023). Therefore, this article starts by formulating the question "What are the key elements of a culture of innovation that favor adaptation to the digital environment in Colombian companies?". In order to answer this question, a case study is conducted that analyzes the strategies that successful Colombian companies have implemented to develop a culture of innovation in the digital context. The findings reveal that companies that have successfully adapted to the digital environment have an innovative culture characterized by: fostering creativity and experimentation (Kotler, 2021, p. 1), promoting collaboration and learning among employees (Rifkin, 2014, p. 52), investing in training and development so that employees can acquire the necessary skills to work in the digital environment. The article highlights that the culture of innovation is an essential tool for companies to adapt to the digital environment and remain competitive in the market, being evident the successful cases of Rappi, Totto and Argos as examples of companies that have managed to incorporate this culture in their digital modus operandi.
Una visión sin límites
(Universidad Santo Tomás, 2024-09-26) Soto Mesa, Silvia Fernanda; Waked, Diego Alberto; Universidad Santo Tomas
This report analyzes the relationship of the Visionaries Summit 2024 conducted by the University of Santo Tomas, where it shows us several perspectives on different topics such as business, political, social and others, which help us to understand the change that is occurring in all organizations and countries depending on the needs that are being presented. We can also see how leadership and the independence of powers in a democratic system. It examines how effective leadership can influence the separation of powers and ensure stability and justice in a country; it also analyzes the relationship between leadership and the development of regions, highlighting the importance of effective leadership to drive economic, social and political growth in subnational areas, delving into the importance of digital transformation in business growth, highlighting its impact on innovation, efficiency and competitiveness in today's market. In the same way it shows us how through the presentations made during the event the skills and competencies needed to lead effectively in a complex and dynamic environment are highlighted, highlighting the economic, political and security challenges that impact the stability and development of the country, highlighting the opportunities and challenges faced by entrepreneurs today, highlighting the achievements and challenges that must be overcome in order to achieve the goals set for the future.
Informe Mas Alla de Nuestros Limites
(Universidad Santo Tomás, 2024) Suarez, Tatiana Pamela; Tatiana Pamela Suarez
Análisis del impacto de la Inteligencia Artificial en el Marketing Digital para el sector turístico de Boyacá
(Universidad Santo Tomás, 2024) Chacón Puerto, Silvia Manuela; Sánchez Sánchez, Hugoberto; Universidad Santo Tomás
Artificial intelligence (AI) has emerged as an essential tool in digital marketing, offering solutions that transform the way tourism businesses in Boyacá interact with their customers. This study analyzes the impact of AI on digital marketing strategies in the Boyacá tourism sector, identifying both the benefits and challenges of its implementation. Through a mixed methodology that combines qualitative and quantitative approaches, the perceptions of experts and entrepreneurs about AI integration and its most effective applications are explored. Qualitative analysis reveals that AI can significantly improve the personalization and automation of marketing campaigns, allowing for more precise audience segmentation and creating more personalized experiences for tourists. However, significant barriers such as the lack of knowledge and training in AI technologies, as well as resistance to change from companies, are identified. Technological infrastructure is also highlighted as a critical factor for the effective adoption of AI. Quantitative results show that although there is widespread adoption of digital marketing strategies, the use of advanced AI tools remains limited in Boyacá. Most surveyed companies recognize the potential benefits of AI but also emphasize the need for continuous training programs. This study proposes specific strategies to overcome the identified barriers, foster innovation, and improve the competitiveness of the tourism sector through the integration of artificial intelligence.
Estrategias Apalancadas en Tecnologías Emergentes para Optimizar el Servicio al Cliente en los Restaurantes de Tunja.
(Universidad Santo Tomás, 2024) Alférez Pineda, Laura Lizeth; Galán Maldonado, Cristian Mauricio; Waked Esquivel, Diego Alberto; Universidad Santo Tomas
This research sought the design of strategies leveraged on emerging technologies to optimize customer service in restaurants in the city of Tunja, to improve service and increase customer satisfaction and loyalty. To fulfill the proposed purpose, it was necessary to involve an exploratory and descriptive methodology, with a quantitative approach, transversal design and inductive method, in which 197 people participated, representing the customers of the city's restaurants, to whom the a survey to measure the frequency of visits, the level of satisfaction, compliance and recommendations for improvement. The results showed a global satisfaction level of 67.5%; The friendliness and courtesy of the staff, along with the quality of the food, were the aspects most valued by customers; while attention to complaints and claims, the cleanliness of the bathrooms and the speed of service were the worst rated. Overall, a level of compliance with prices and online experience of 68% is required. These results show the need to implement strategies aimed at addressing these areas and thus improve the general perception of customer service. In this context, the integration of emerging technologies such as AI, Big Data, geolocation, automation and augmented reality is proposed, leading to the personalization of interactions, the promotion of loyalty and an improved visual experience in restaurants.
Capacidades Empresariales en el Emprendimiento Femenino: Un Análisis en la Provincia Centro de Boyacá
(Universidad Santo Tomás, 2024-09-27) Malaver Echeverria, Olga Cecilia; Ortega Puerto, María Camila; Rosales Valbuena, Humberto Alejandro; Universidad Santo Tomás

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