Informe de prácticas empresariales en Econova Meta

Abstract

This professional internship was carried out at the Innovation Center of the Eastern Plains Region – Econova Meta, an initiative led by Santo Tomás University and Ecopetrol aimed at strengthening innovation, entrepreneurship, and business development processes in the Meta region of Colombia. The main objective was to contribute to the institutional strengthening of Econova Meta and to design a business support methodology focused on marketing, called MarketLAB. The research was developed under a mixed-method approach with a descriptive scope, using participant observation, semi-structured interviews, document review, and performance indicator analysis. As a result, several institutional communication strategies were designed and implemented, including graphic materials, audiovisual content, visual identity resources, and support tools for events and institutional activities, contributing to brand positioning within the regional Science, Technology, and Innovation ecosystem. Additionally, the MarketLAB methodology was structured and tested through a pilot implementation with a company from the fashion sector. This process validated a business support model based on business diagnosis, market analysis, solution co-creation, strategy implementation, and results evaluation. Findings showed improvements in digital visibility, organic positioning, communication consistency, and strategic content management. Finally, the internship demonstrated that institutional communication strengthening and specialized marketing support are valuable tools for enhancing competitiveness, sustainability, and innovation among entrepreneurs and organizations within the regional ecosystem.