Informe de práctica empresarial realizado en la empresa Fenalco Santander

Abstract

In the present document, the development of the business internships carried out in the Training area of Fenalco Santander is described. These internships focused on supporting business training processes and improving the management of information related to training programs. Problem: During the internships, several weaknesses were identified in the segmentation of potential clients and in lead follow-up, which resulted in ineffective communication and, in turn, limited the reach of the training programs, since the campaigns were directed at an incorrect audience. Objective: To strengthen the segmentation, follow-up, and communication with interested parties, placing them in a more competitive position compared to other companies, and to begin generating a international projection of the guild through academic training in International Business. Method: The work plan was based on the collection and organization of the information available at Fenalco Santander, support in dissemination campaigns, Individual lead tracking and the incorporation of digital tools aimed at improving communication with entrepreneurs and affiliates. Results: The activities carried out made it possible to optimize database management, facilitate clearer and more segmented communication aligned with the real needs of the business sector, and thus improve control over the status of interested parties, allowing the training programs to achieve greater reach. Discussion: These actions highlight the importance of integrating marketing approaches, segmentation, and an international perspective into the training processes of guild organizations, contributing to institutional strengthening and regional business development.