Propuesta estratégica de visibilización de la marca Icesi solidaria: Investigación aplicada a un problema organizacional

Abstract

The social marketing is an issue that has been addressed in theoretical and practical material for forty years. This phenomenon is increasing with time because of social pressure. At the Icesi University a group of people interested in contributing in social causes was formed, through the academic training in what it is related with marketing. The group was created by the initiative of the students and supported by a teacher, who are concerned and want to develop strategies to solve social problems that affect the city of Cali, Colombia. Despite the great work carried out by “Icesi Solidaria” (solidarity in Icesi), it has been done a research that reveals the small amount of recognition that this has in the student community. That’s why students propose marketing strategies through research, analysis and the creation of advertisement or an advertisement program, in order to position the brand. Palabras