Examinando por Materia "Marketing social"

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  • Publicación
    Acceso abierto
    Educación vial y marketing social
    (Bucaramanga : Universidad de Santander, 2018, 2018-12-12) González, Nixon Ricardo; Cajamarca Barragán, Luis-Carlos
    The current work presents the development of feasibility in the design of strategies that promote actions for the reduction of road morbidity and mortality, including all the actors that are part of daily life on the roads of the city of Bucaramanga, as pedestrians and drivers, through the social inclusion of marketing in issues such as road safety, citizen culture, rights and duties of pedestrians and traffic regulations. Social marketing is a strategy that presents tools focused on target people, with programs, plans and projects designed to raise awareness among the social actor to obtain a change of attitude and action in the face of road safety. Social Marketing strategies in road safety education programs must identify the needs of the different road actors in the city of Bucaramanga. With the methodological design of the IAP application (Research, Action and Participation), it seeks to incorporate participatory and technical processes, in order to transform the social environment and from the preconceptions and habits, collectively build strategies on the subject of security vial. With the IAP, it is applied to the 17 communes of the city of Bucaramanga, in schools, parents of students, community action boards and users in general of the roads. As a result, there was little knowledge of norms, culture and signaling of road actors. The IAP methodology allowed us to make known and leave the seed of better behavior and knowledge of the rules to be a good road actor, thus helping to reduce the accident rate in morbidity and mortality.