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Estrategias de marketing y comunicación de la fundación nuevo
| dc.contributor.advisor | Touma Faytong, Mario Alberto | |
| dc.contributor.author | Jara Sarcos, Meledy Yamileth | |
| dc.date.accessioned | 2023-10-26T21:33:07Z | |
| dc.date.available | 2023-10-26T21:33:07Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14828 | |
| dc.description | The case study focuses on the marketing and communication strategies of the Nuevo Amanecer Foundation (FNA), a non-profit organization. The context reveals the critical importance of effective communication in nonprofit organizations, as this communication not only conveys information, but also builds emotional connections and mobilizes community support and donations. The SWOT analysis highlights FNA's strengths, such as its clear mission and experience, along with the opportunities offered by digital marketing and strategic alliances. However, weaknesses are identified, including ineffective past strategies and resource limitations, and threats such as public mistrust and competition. A community survey reveals a high level of knowledge and support for the FNA, with the majority of respondents familiar with the organization and actively participating in its activities. The study emphasizes the need for the FNA to adapt its marketing and communication strategies to take advantage of digital marketing opportunities and diversify its audience. It also focuses on improving the quality of communication, transparency and impact measurement. The support and positive perception of the community is evident, underscoring the importance of maintaining and strengthening these emotional connections for the continued success of the Nuevo Amanecer Foundation in its quest to generate a positive impact on society. | es_ES |
| dc.description | The case study focuses on the marketing and communication strategies of the Nuevo Amanecer Foundation (FNA), a non-profit organization. The context reveals the critical importance of effective communication in nonprofit organizations, as this communication not only conveys information, but also builds emotional connections and mobilizes community support and donations. The SWOT analysis highlights FNA's strengths, such as its clear mission and experience, along with the opportunities offered by digital marketing and strategic alliances. However, weaknesses are identified, including ineffective past strategies and resource limitations, and threats such as public mistrust and competition. A community survey reveals a high level of knowledge and support for the FNA, with the majority of respondents familiar with the organization and actively participating in its activities. The study emphasizes the need for the FNA to adapt its marketing and communication strategies to take advantage of digital marketing opportunities and diversify its audience. It also focuses on improving the quality of communication, transparency and impact measurement. The support and positive perception of the community is evident, underscoring the importance of maintaining and strengthening these emotional connections for the continued success of the Nuevo Amanecer Foundation in its quest to generate a positive impact on society. | es_ES |
| dc.description.abstract | El estudio de caso se centra en las estrategias de marketing y comunicación de la Fundación Nuevo Amanecer (FNA), una organización sin fines de lucro. El contexto revela la importancia crítica de la comunicación efectiva en las organizaciones sin fines de lucro, ya que esta comunicación no solo transmite información, sino que también construye conexiones emocionales y moviliza apoyo comunitario y donaciones. El análisis FODA destaca las fortalezas de la FNA, como su misión clara y experiencia, junto con las oportunidades que ofrece el marketing digital y las alianzas estratégicas. Sin embargo, se identifican debilidades, incluidas estrategias pasadas ineficaces y limitaciones de recursos, y amenazas como la desconfianza del público y la competencia. Una encuesta a la comunidad revela un alto nivel de conocimiento y apoyo hacia la FNA, con la mayoría de los encuestados familiarizados con la organización y participando activamente en sus actividades. El estudio enfatiza la necesidad de que la FNA adapte sus estrategias de marketing y comunicación para aprovechar las oportunidades del marketing digital y diversificar su audiencia. También se enfoca en la mejora de la calidad de la comunicación, la transparencia y la medición del impacto. El apoyo y la percepción positiva de la comunidad son evidentes, lo que subraya la importancia de mantener y fortalecer estas conexiones emocionales para el éxito continuo de la Fundación Nuevo Amanecer en su búsqueda de generar un impacto positivo en la sociedad. | es_ES |
| dc.format.extent | 45 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Estrategias de Marketing | es_ES |
| dc.subject | Comunicación Efectiva | es_ES |
| dc.subject | Organización Sin Fines de Lucro | es_ES |
| dc.subject | Impacto Social | es_ES |
| dc.subject | Comunidad y Donantes | es_ES |
| dc.title | Estrategias de marketing y comunicación de la fundación nuevo | es_ES |
| dc.type | bachelorThesis | es_ES |
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