AAH. Especialización en Gerencia de Mercadeo

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  • Publicación
    Restringido
  • Publicación
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    Diseño del plan exportador de Industrias Metálicas Grag Ltda.
    (Bucaramanga : Universidad de Santander, 2008, 2008-01) Corredor Gutiérrez, Erialeth.; Mateus Guarín, Guillermo.; Sierra Sierra, María-Lucía
    Este proyecto surgió ante el desarrollo de obras de ingeniería en obras civiles llevando elementos arquitectónicos e insumos tales como aluminio arquitectónico y estructural, hierro forjado, láminas de acero inoxidable en puentes metálicos, estructuras metálicas, carpintería en lámina, ventanería, los sistemas ornamentales, escaleras espiraladas, etc. Por la tanto, vimos factible realizar un Plan Exportador a la empresa INDUSTRIAS METALICAS GRAG LTDA., con el fin de ofertar en un futuro en mercados internacionales. Se inicia con el análisis del potencial exportador, así mismo el perfil y el análisis interno de la empresa. A su vez, se realiza un análisis al sector de los procesos metalmecánicos, en general donde se da a conocer al respecto su fabricación y transformación; y las agrupaciones industriales que conforman dicho sector. Se efectúa un estudio de mercados donde se determina el mercado potencial, y se analiza la competencia existente en el ámbito internacional para buscar nuevos mercados en países potenciales diseñando estrategias tendientes a la apertura de mercados. Una vez concluida la investigación, se le hará la presentación a la empresa con los resultados arrojados para obtener la autorización de puesta en marcha.
  • Publicación
    Restringido
    Sector palmero en Colombia ante el tratado de libre comercio con Estados Unidos
    (Bucaramanga : Universidad de Santander, 2008, 2008-01) Blanco Hernández, Horacio.; Barajas Lamo, Raúl E.; Sierra Sierra, María-Lucía
  • Publicación
    Restringido
    Sistema de ciencia y tecnología como estrategia de competitividad. Una aproximación prospectiva para Bucaramanga.
    (Bucaramanga : Universidad de Santander, 2008, 2008-01) Velásquez Manco, Mercedes P.; Quintero Ramos, Meudys P.; Gómez Guarín, Martha-Eugenia.
    El presente trabajo tiene como objeto utilizar la herramienta de planificación Prospectiva llamada Análisis Estructural y determinar que elementos son necesarios para que en la ciudad de Bucaramanga hacia el año 2025 exista un Sistema Consolidado de Ciencia Y Tecnología. Después de haber hecho un análisis sobre las distintas fuentes bibliográficas relacionadas con el tema, se realiza el ejercicio prospectivo identificando cuales son las Variables Clave, que se convertirán en el eje central para plasmar un Escenario Futuro deseable del Sistema de Ciencia y Tecnología para Bucaramanga (SCTB). Los resultados del ejercicio demostraran que el Gobierno, sus recursos y accionar, jugaran el rol más importante en el contexto de la Ciencia y la Tecnología de la ciudad.
  • Publicación
    Restringido
    La gerencia de seguridad en el sector minero de Santander.
    (Bucaramanga : Universidad de Santander, 2008, 2008-01) Romero Mosquera, Samuel.; Sierra Sierra, María-Lucía
    The towns of California and Vetas, in the Regional Department of Santander, Colombia have traditionally been mining districts where gold exploitation dates back to the colonial times. This work includes a historical background of mining in Santander, the events threatening the development of new mining projects, the management of security associated to the industry, State Departments of Security and procedure to be followed in the development of new mining projects. As mining activities increase in the Colombian Department of Santander, new threats must be confronted by the companies dedicated to these tasks. Therefore, protocols to attain the goals related to security are needed. Furthermore, during the past few years, new companies with large investment capabilities have entered the country, supported by the Democratic Security policy and the aperture process to foreign capital. The new mining exploration projects have already begun to yield consolidated results. Discovery of mineral ore deposits, that shall become large mining exploitations at middle and long terms, is expected in the near future. Furthermore, the organization of any mining company must include a security management office responsible for counteracting the threats entailed to this kind of work. The knowledge of procedures regarding the management of private security, the organization of State security institutions, and the conditions of security prevailing in each particular region are important aspects not only in the successful performance of this management office but also for the counteraction of existing difficulties in each phase of the mining process (exploration, infrastructure construction, exploitation and closure of a mine). The general objective of this research study is to determine the aspects to be considered in the design and completion of a security protocol for the mining sector in the Colombian of Santander. It is worth highlighting the fact that gold mining in Colombia has not been developed in a large proportion. Besides the existing technological lag, no mineral ore deposits have been discovered to date, except for the Angostura Project of the Canadian Company Greystar Resources Ltd., located in the municipality of California, Santander. Conversely, the security processes of the companies who are entering Colombia are incipient and there is not any written reference in this regard. Finally, this work includes some recommendations directed to these companies who are planning on participating in the mining business. The sources of the information used in the completion of this work are Internet sites related to security aspects, text books that contain historical accounts, publications about security and protection, information provided by Greystar Resources Ltd., recommendations issued by the State Security Institutions and the author’s experience on this topic.
  • Publicación
    Acceso abierto
    Impacto generado por el clima organizacional del personal de consulta externa del Hospital Militar Regional Bucaramanga en la atención de sus Usuarios
    (Bucaramanga : Universidad de Santander, 2014, 2014-02) Ávila Rincón, Adriana M.; Forero Rosado, Chárity.; Palacios Torres, Ivón A.; Albornoz Silva, María-Jenny
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    Acceso abierto
    Diagnóstico del clima organizacional del Banco Inmobiliario de Floridablanca Santander.
    (Bucaramanga : Universidad de Santander, 2014, 2014-02) Correa Rodríguez, Amparo.; Vargas Vega, María D.; Sierra Sierra, María-Lucía
    In DIAGNOSIS OF ORGANIZATIONAL CLIMATE FLORIDABLANCA ESTATE BANK SANTANDER, a data collection survey was done through observation and officials of the entity in order to determine the performance and how to conduct their work, their work environment, their satisfaction, effectiveness, efficiency and organizational adaptation to the environment, where internal and external factors affecting the company and it is important to define which affect the full development of the daily tasks of personal and human resources were analyzed. The aspects that are deficient are working and communication that influence the level of worker dissatisfaction Bank and real estate are determined by the discomfort and inappropriate working environment. The improvement plan that the students propose to Land Bank focuses on achieving efficiency team, improve ventilation as lighting in positions in which they work. As for communication, managers should improve access times and expand or facilitate the information used against workers, which result in an effective and efficient communication.
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    Acceso abierto
    Estudio de influencia del servicio al cliente en el posicionamiento del sector financiero en Bucaramanga caso : Grupo Bancolombia Oficina 504
    (Bucaramanga : Universidad de Santander, 2014, 2014-07) Hernández Buitrago, Víctor H.; Hernández Soto, German E.; Rojas Espinel, Claudia M.; Sierra Sierra, María-Lucía
    The overall objective of this research is to determine the influence of customer service in positioning the financial sector for office in Bucaramanga 504 of Bancolombia, to identify customer expectations and satisfaction. To do a diagnosis of the current situation of the quality of internal and external customer service was performed in order to determine their influence on the positioning on existing customers of the bank Bancolombia. The research is based on a field study descriptive, in which the population consisted of two thousand and thirty-five elements throughout: ten employees of the institution and two thousand and twenty-five customers of the three segments in which it divides the current portfolio: Average present Value Customers, Clients Alto Alto present Value and present Value Stores. To calculate the sample probability sampling suggested by Hernández Sampieri and others, applied to all external customers, the amount of throwing hundred and thirty four elements that made up the study sample was applied. To collect the information, two questionnaires with multiple choice or multiple answer options closed, one applied to the staff of the institution and the other is designed to selected customers in the sample. The results were grouped by size and structured through tables of absolute and relative to the support bar graphs frequencies. It was found that the internal organization is adequate, since formally established an organizational structure to the vision and business mission is established; Customer orientation is adequate in its functional and organizational structure and clients indicated that some processes are not clearly defined and do not know when making their applications, among others. Finally, some necessary guidelines were given to improve the quality of customer service, with the aim of improving its perception.
  • Publicación
    Acceso abierto
    Diseño de una estrategia de mercado para el posicionamiento de la línea cosmética de Laboratorios Ophtha mediante la exploración del sector médico de incidencia en la zona de Cabecera del Llano en la ciudad de Bucaramanga
    (Bucaramanga : Universidad de Santander, 2015, 2015-02) Acosta Acosta, Isaura J.; Mc Cormick Méndez, Sergio A.; Albornoz Silva, María-Jenny
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    Acceso abierto
    Diseño de una estrategia shopper marketing para centro de negocio “Río del Hato” Marval S.A.
    (Bucaramanga : Universidad de Santander, 2015, 2015-02) Ahumada Villalba, Annally.; Andrade Díaz, Ricardo.
    Description: Rio del Hato Marval S.A. weakness research to focus on sales results from the day of launch to March 30, 2015 to formulate a coherent marketing strategy aimed the consumer and reach the top of mind of potential buyers, through a communication strategy and Shopper, showing that it is a unique environmental project in Santander which has not an aggressive competition from other contractors and that as a result you can perform various marketing tactics.
  • Publicación
    Acceso abierto
    Estudio de satisfacción del servicio a los estudiantes de especializaciones presenciales de la universidad de Santander Bucaramanga semestre A-2015
    (Bucaramanga : Universidad de Santander, 2015, 2015-02) Pérez Camacho, Nadya C.; Pérez Camacho, Nathalia J.; Andrade Díaz, Ricardo.
    The next study will measure student satisfaction of attendance majors at the University of Santander in Bucaramanga 2015, concerning the provision of academic services and institutional services aimed at the area of University´s postgrads, in order to contribute to approach strategies for continuous improvement and rethinking procedures that will result in more satisfied students and more new students referred by graduates.
  • Publicación
    Acceso abierto
    Diseño del plan de medios para el posicionamiento de los seguros novedosos de la empresa ARC Seguros Ltda en la ciudad de Bucaramanga y su área metropolitana
    (Bucaramanga : Universidad de Santander, 2015, 2015-02) Albarracin Hernández, Carlos E.; Galvis Bastos, Jesús A.; Andrade Díaz, Ricardo.
    Objective: To propose a media plan that allows customers of Bucaramanga and its metropolitan area informed of new insurance options and innovations offered by the company ARC Seguros Ltda. Methodology: In this research a quantitative approach was applied, this will be evidenced in the choice of method of collection of numerical data; for population sample was took as a selection tool, the internal database of existing customers which represents a total of (N = 5291). Other Selection was the execution of surveys conducted randomly in which 358 individuals were randomly selected. The type of sampling is probabilistic developed where all qualified individuals have a greater than 0 to be chosen (0.5) possibility, this type of sampling allows the scientific argument results on the total population with controllable margins from design and reliability precisely calculable for each consideration. The margin for this project acceptable error was 5% for a confidence level of 95 % Results: It was determined the medium of choice and higher frequency by which customers wish to receive the information of new insurance options and innovations offered by the company, could also observe the degree of interest of customers for each of the selections.
  • Publicación
    Acceso abierto
    Diagnóstico del mercado aplicado por la empresa Carrocera de Buses Marcopolo-Superpolo en el departamento de Santander
    (Bucaramanga : Universidad de Santander, 2015, 2015-03) Gómez Mantilla, Edgar M.; León Ortega, Orlando; Pacheco Díaz, Edwin A.; Urrea Naranjo, Nelson E.; Albornoz Silva, María-Jenny