Browsing by Author "Pasato Guallpa, Pamela Elizabeth"

Now showing 1 - 9 of 9
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    Análisis Prospectivo de lasEstrategias de Marketing Digital en Instituciones de Educación Superior:Método MICMAC
    (2024-12-05) Benavides Vinueza, Alexis Gerardo; Morales Aldean, Juan Pablo; Morales Lopez, David Alexander; Pasato Guallpa, Pamela Elizabeth
    Higher Education Institutions present challenges to stay in a competitive and globalized market, the purpose of this research is: "To carry out a prospective analysis of Digital Marketing Strategies at the Instituto Superior Tecnológico Consulting Group, Ecuador, this study analyzes the dynamics of influence and dependence between the key variables of management, digital marketing using the MICMAC matrix. The methodology was carried out under the Structural Analysis method through the MICMAC software that constitutes a contribution to the strategic foresight toolbox for a group of 7 professors. The research identifies how key variables: digital marketing, content creation, content segmentation and social networks as they interact and feedback, generating synergies and optimizing the marketing system. Through the interpretation of the results, the importance of comprehensive and adaptive management is highlighted, emphasizing flexibility and constant monitoring to maximize the impact and effectiveness of the strategies. The findings underline the importance of applying advanced analytical methodologies in making informed decisions, allowing for better use of resources and greater responsiveness to market changes.Keywords: Digital Marketing, Structural Analisys,Content Segmentation, Artificial Intelligence, Content Creation
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    Evaluación del desempeño del capital humano en instituciones de educación
    (2025-01-06) Barrera Carmona, Priscila Yadira; Zurita Guevara, José Roberto; Murillo Villacis, Raquel Irene; Pasato Guallpa, Pamela Elizabeth
    Organizations require mechanisms capable of recognizing, accompanying and guiding human capital in job performance so that companies have a group of competent people who contribute to the achievement of corporate objectives. For this reason, performance evaluation is one of the most viable mechanisms to guarantee the quality of service that is desired to be provided. The objective of this research is to characterize the key theoretical elements of performance evaluation for the optimization of human capitalmanagement in Higher Education Institutions. The methodology was framed in documentary analysis based on theoretical categories such as Work Performance and Performance Evaluation, using refereed and indexed journals as a source of information. The procedure used consisted of a documentary review through categories and central questions. The results showed the importance of human capital management from skills and knowledge as a source of competitive advantage to optimize work and organizational performance. HEIs are institutions where knowledge is produced, which is why they require a good performance evaluation system that allows the institution to be directed from competencies to growth, competitiveness and development.
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    Fundamentos de marketing
    (Instituto Superior Tecnológico Consulting Group Ecuador - Esculapio, 2024-09) Morales López, David Alexander; Castillo Brito, Eddybelleth Yemala; Murillo Villacis, Raquel Irene; Pasato Guallpa, Pamela Elizabeth; Pallo Tulmo, Patricia Alexandra; Herrera Roldán, Gerardo Moises
    Este texto ofrece un análisis profundo de los principios y estrategias esenciales en marketing, destacando la evolución de la disciplina desde sus orígenes centrados en el producto hasta el marketing orientado al cliente. Explora conceptos fundamentales, como las 4Ps del marketing mix (Producto, Precio, Plaza, Promoción), y su expansión en el marketing digital y relacional moderno. A lo largo del contenido, se subraya la importancia de la segmentación de mercado, el análisis de consumidores y el desarrollo de marcas sólidas en un entorno digitalizado. El libro también aborda el marketing ético y sostenible, enfatizando cómo las empresas pueden integrar la responsabilidad social para satisfacer las demandas de consumidores conscientes. Mediante ejemplos y casos prácticos, los autores presentan herramientas actuales, como el análisis de big data y el uso de la inteligencia artificial, que permiten una personalización avanzada en las estrategias. Este enfoque integral convierte al texto en una guía clave para estudiantes y profesionales que buscan dominar el marketing contemporáneo, adaptándose a los desafíos de un mercado en constante cambio.
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    Libro de texto administración: emprendimiento
    (Instituto Superior Tecnológico Consulting Group Ecuador - Esculapio, 2024-09) Pasato Guallpa, Pamela Elizabeth; Pallo Tulmo, Patricia Alexandra; Morales López, David Alexander; Murillo Villacis, Raquel Irene
    Este texto explora los fundamentos teóricos y prácticos del emprendimiento, proporcionando a los estudiantes herramientas para identificar oportunidades y desarrollar negocios innovadores. Con un enfoque en el mercado globalizado del siglo XXI, se destacan competencias clave como creatividad, pensamiento crítico y adaptabilidad. La obra comienza con los conceptos básicos del emprendimiento y la innovación, y abarca temas como modelos de negocio disruptivos y tradicionales, adaptabilidad a cambios tecnológicos y sociales, y estrategias para superar desafíos contemporáneos. A través de metodologías prácticas, como el Modelo Canvas y Lean Startup, se fomenta la aplicación de ideas en proyectos reales. Además, se exploran modelos de negocio como el comercio electrónico, plataformas digitales y enfoques de sostenibilidad, necesarios para mantener una ventaja competitiva en mercados dinámicos. Con estudios de caso y actividades colaborativas, este libro se convierte en una guía fundamental para futuros emprendedores interesados en transformar ideas en empresas escalables y sostenibles en el contexto actual.
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    Marca personal en estudiantes universitarios: un análisis bibliométrico de la producción científica global
    (2025-08-12) Morales López, David Alexander; Pasato Guallpa, Pamela Elizabeth; Pallo Tulmo, Patricia Alexandra; Alarcó Szabo, Mallerly Thais
    Personal branding has become a key factor for university students to strengthen their professional identity, increase their employability, and differentiate themselves in a competitive job market. The present study aims to analyze global scientific output on personal branding among university students, identifying trends, approaches, and emerging areas of research. A quantitative bibliometric methodology was applied, using the SCOPUS database for the period 2020–2025. The search was conducted using a broad set of keywords in Spanish and English related to personal branding, higher education, and professional development. The analysis considered variables such as authors, number of publications, affiliations, countries, areas of knowledge, document types, co-authorship networks, and keyword density.The results show sustained growth in production, with an 80% increase in 2024 compared to 2023. The United States leads with 40% of the documents, followed by Indonesia and Australia. Social Sciences and Administration predominate, with a growing participation of Engineering and Computing. The most frequent keywords are higher education, students, career development, personal branding, and leadership. It is concluded that the topic is expanding but requires strengthening research networks, funding, and international collaboration
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    Marketing 5.0 como herramienta de gestión y posicionamiento de marca personal
    (2025-10-10) Morales López, David Alexander; Pasato Guallpa, Pamela Elizabeth; Espinoza, Rosa Zolia; Alarcon Szabo, Mallerly Thais
    Marketing 5.0 is a discipline that is constantly evolving with the adaptation of technological trends, artificial intelligence, social or cultural development, when combined with brand positioning and branding strategies, it contributes to personal, professional and business positioning. By means of a bibliometric analysis, the research variables: marketing 5.0 and personal branding, were analyzed to understand the level of high impact scientific production for the aforementioned variables. Among the main findings it is highlighted that the level of scientific production corresponds to 75.3% of scientific articles, followed by 10% of conferences, 6.5% of scientific review material, 5.20% of book chapters, 2.5% of high impact books and the difference corresponds to academic writings presented in various formats that deal with marketing 5.0 and artificial intelligence applied to the context of brand positioning. The authors Ares, G, Valencia-Arias, A. and Hajiaghaei-Kechtell, M, are the main references in theories and scientific production on marketing 5.0 and personal branding
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    Perspectivas del Capital Humano sobre la Evaluación del Desempeño en Institutos Tecnológicos
    (2024-12-05) Barrera Carmona, Priscila Yadira; Zurita Guevara, José Roberto; Murillo Villacis, Raquel Irene; Pasato Guallpa, Pamela Elizabeth
    The evolution of the knowledge society has impacted the productive market, demanding a high level of competitiveness in the products or services they offer; which challenge the management system they practice to optimize their functions. The purpose of the research is to reveal the perspectives of the teaching staff on the performance evaluation process that they implement at the Instituto Superior de Tecnología Consulting Group Ecuador. The study was framed in a qualitative approach from the narrative method. The data collection techniques were in-depth interviews. The key informants were 5 teachers from the administration major. The analysis of the information was based on the narrative interpretation of the subjects' stories. The findings revealed an evaluation process with characteristics of the competency model integrating scientific production; At the same time, various managerial factors were revealed that affect the work performance of the Institute's teaching staff. It is important to highlight that performance evaluation is a necessary strategy for detecting the needs to be strengthened that determine the quality of performance and productivity of Higher Education Institutions
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    Perspectivas del Marketing Digital para la Difusión de la Producción Científica en Institutos Tecnológicos
    (2024-12-05) Benavides Vinueza, Alexis Gerardo; Morales Aldean, Juan Pablo; Morales Lopez, David Alexander; Pasato Guallpa, Pamela Elizabeth
    The purpose of the research is “To reveal, from the meanings of teachers, the use of digital marketing tools for the development of sustainable scientific production, at the Instituto Superior de Tecnología Consulting Group Ecuador.” Considering the methodological aspect, the study is framed in qualitative research and interpretive paradigm. The key informants were 6 teachers from the institute. The data collection techniques were in-depth interviews; Data analysis was carried out following the Miles and Huberman method and triangulation. The information was processed through Atlas ti software. The findings yielded three categories; Digital Marketing, Scientific Production and Academic Programs that revealed the importance of the application of the marketing strategy for the generation of value and dissemination of scientific production, as well as the willingness of the teaching staff to train to integrate itwith the needs of the users
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    Prospectivo de la Evaluación del Desempeño del Capital Humano en Institutos Tecnológicos
    (2024-12-05) Barrera Carmona, Priscila Yadira; Zurita Guevara, José Roberto; Murillo Villacis, Raquel Irene; Pasato Guallpa, Pamela Elizabeth
    In contemporary society, entities or companies coexist in changing and constantly evolving environments with new demands from the productive sector that require new models of management and assessment of job performance. The purpose of this research is "To develop a prospective analysis of the Evaluation of Job Performance that identifies the key variables to improve management processes at the Instituto Superior Tecnológico Consulting Group, Ecuador. The methodology was carried out under the Structural Analysis method through the MICMAC software that constitutes a contribution to the toolbox of strategic foresight for a group of 12 teachers. The findings showed a series of variables that are at risk such as: motivation, job satisfaction, performance evaluation and training needs. It is important to highlight that this set of variables is related to job well-being and the sense of commitment that teachers have with the institution, so the strategic axis must be directed to intervene in these factors that put educational management at risk through the training and formation of human capital.