Pasantia en Golf-Fit Colombia

Abstract

This thesis helps us organize the design and implementation of innovations in digital marketing processes for the specialized training center Golf-Fit Colombia. This project arose because there is a need, primarily in the digital sphere, where—despite the existence of an international methodology from Golf-Fit Performance, based in Switzerland— in Colombia, communication management was empirical and difficult to measure. Consequently, the central objective was to structure marketing procedures that would improve the planning, execution, and evaluation of all promotional processes through the use of digital tools, thereby segmenting audience strategies such as amateur and professional players. The most significant lessons learned focused primarily on the importance of integrating traditional and informal outreach into a sustainable long-term digital system and on the need to generate educational content with unique value that represents the brand in the market. As a result, the innovation not only addressed this digital shortfall but also laid the groundwork for organized administrative management, this secured the company’s competitive positioning in the high-performance sports sector within golf.