Metodologías de evaluación de impacto de marketing social para programas dirigidos a mujeres rurales en América latina

Abstract

Rural women in Latin America are fundamental agents and pillars of transformation of societies, however, even today they continue to be exposed to inequities, vulnerabilities and inequalities, which has led various institutions and entities in Latin America to develop programs that They will allow them to obtain tools reflected in attitudes, behaviors and skills to function, gain self-esteem, empowerment and opportunities. For this reason, this article aims to generate understanding frameworks on the contributions of social marketing impact evaluation methodologies for programs aimed at rural women in Latin America. In this regard, it is important to note that there are various programs that have good planning and execution, however, it has been necessary to adopt the impact evaluation methodologies provided from the theory of social marketing and social projects, which prevents having better opportunities for improvement of the programs and limit highlighting the potential based on the achievements in terms of generating behaviors that last over time.