En los últimos años, la evolución de los medios online ha ocasionado gran impacto en las tendencias de compra. Esto afecta principalmente a las marcas que buscan crecer a través del mundo digital, por lo que cada vez son más las marcas que trasladan sus negocios a redes sociales o páginas web, buscando dar al consumidor una mejor experiencia de compra. El objetivo principal, en muchos casos, es tener un valor diferencial que haga que sus marcas conecten con sus clientes, es ahí donde entra el término engagement, también conocido como consumer Brand engagement (CBE) que trata de la relación entre el consumidor y la marca, creando un vínculo social y emocional que lleva al consumidor a interactuar con la marca en el ámbito tanto online como offline. La presente investigación considera dos de las principales estrategias de promoción basadas en precio (reducción directa y reducción en el propio producto) como principal fuente de engagement para las marcas en Instagram y se pretende descubrir si la relación entre ambas es positiva o negativa. Para ello, se utilizaron técnicas de recolección de datos cuantitativos y cualitativos que luego de ser analizados dan resultados favorables a la investigación. / In the las years, the evolution of online media has caused a big impact on buying trends. The mainly effects brands that seek to grow through the digital world, so that more and more brands that move their business to social networks or web pages, seeking to give the consumer a better shopping experience. The main objective, in many cases, is to have a differential value that makes their brands connect with their costumers, that’s where the engagement term comes in, also known as consumer brand engagement (CBE) that deals with the relationship between the costumer and the brand, creating social and emotional link that leads the costumer to interact with the brand, both online and offline. This research considers two of the main strategies of promotion based in price (direct reduction and reduction in the product itself) as the main source of engagement for the brands in Instagram and it is intended to discover if the relationship between both is positive or negative. To reach this objective, quantitative and qualitative data collection techniques were used, after being analyzed, they give favorable results to the investigation. / Trabajo de investigación

The purpose of this study was to determine how three female superintendents attained their positions given the notable underrepresentation of women in superintendency positions. The research questions to be investigated were: (1) What are the forces or factors that have assisted those three women who have become superintendent? (2) What are the forces or factors that have served as barriers in the process those three women went through in achieving appointments as superintendents? (3) What strategies did they use in overcoming barriers to their achievement of appointment as superintendent? (4) What situations or events have been beneficial to their achievement of appointment as superintendent? A multiple-case study design and multiple data gathering methods were utilized in this study. The career paths of three women employed as public school superintendents in Virginia were investigated. A questionnaire was developed to collect data for the study. The instrument consisted of twenty-five questions with open-ended responses. Data were collected through interviews and document analysis to determine the barriers these female superintendents perceived, the strategies they employed to overcome barriers, and the factors which had an impact on their obtaining the position of superintendent. Material gathered during the interviews were transcribed and coded using the Ethnograph software program. Common patterns, themes and concepts emerged, and key statements and important stories shared by the participants were summarized. The researcher presented a descriptive narrative case study profile of each superintendent. Recommendations for further research were provided. / Ed. D.

El objetivo general de la investigación es conocer si las estrategias del marketing político funcional de promoción y producto que se utilizaron para las elecciones presidenciales del Perú en el año 2016, tuvieron influencia en la preferencia de los electores entre 18 y 25 años de los NSE B-C en relación a los programas que utilizaron los cinco primeros candidatos políticos. Continuando con la misma línea los objetivos específicos de la investigación se centran en identificar si el uso de los medios tradicionales, redes sociales, imagen del candidato, atractividad y carisma del político inciden en la preferencia de los electores jóvenes antes mencionados. La investigación desarrolla las variables funcionales propias del marketing en un contexto político, resaltando los elementos de promoción y producto. Una vez analizado estas variables y su relación con el marketing político se procede al diseño de instrumentos que comprueben si existe vínculo con la decisión de voto del segmento. De esta forma se empieza a ejecutar herramientas cualitativas y cuantitativas que esclarezcan los objetivos e hipótesis. Entre las conclusiones centrales de la tesis resalta la fácil adaptación de las estrategias funcionales propias del marketing empresarial en el ámbito político. Ya que el producto puede ser graficado por el candidato, la marca representa al nombre del partido político y la promoción se apoya en la teoría comunicativa. Finalmente con respecto a los cinco candidatos se concluye que todos ellos cuentan con ideologías, posturas y propuestas diferentes lo que proporcionó diversas opiniones en el segmento objeto de estudio. / The general objective of the research is to know if the strategies of political marketing linked with promotion and product that will be used for the presidential elections of Peru in 2016, had an influence on the preference of voters between 18 and 25 years of the NSE BC in relation to the programs used by the first five political candidates. Continuing along the same lines, the specific objectives of the research focus on identifying whether the use of traditional media, social networks, candidate image, attractiveness and charisma of the politician affect the preference of the young voters identified above. The research develops the functional variables of marketing in a political context, highlighting the elements of promotion and product. Once these variables and their relationship with political marketing have been analyzed, proceed to the design of instruments that verify whether there is a link with the voting decision of the segment. In this way, qualitative and quantitative tools are used to clarify the objectives and hypotheses. Among the central conclusions of the thesis highlights the easy adaptation of the functional strategies of business marketing in the political field. Since the product can be graphed by the candidate, the brand represents the name of the political party and the promotion is supported by communicative theory. Finally, with respect to the five candidates, it is concluded that they all have different ideologies, positions and proposals, which provides different opinions in the segment under study. / Tesis

Bakgrund: Det finns flera bakomliggande orsaker till att unga konsumerar alkohol. Lagar och förordningar finns till för att hindra minderåriga från att bruka alkohol. Trots detta har ett högt antal minderåriga ett riskbeteende relaterat till användningen av alkohol och dessa individer respekterar inte lagen. Skolsjuksköterskan har en betydande roll i preventionsarbetet mot minderårigas alkoholkonsumtion och använder flera strategier för att främja barn och ungas hälsa. Syfte: Att beskriva skolsjuksköterskans hälsofrämjande strategier mot minderårigas alkoholkonsumtion. Metod: En litteraturöversikt baserat på tio kvalitativa studier. Resultat: Två kategorier kunde urskiljas utifrån syftet: hälsosamtal och familjestrategier. Ur kategorin hälsosamtal urskiljs subkategorierna hälsoenkät och motiverande samtal. Dessa strategier har visat sig vara effektiva i det hälsofrämjande arbetet som skolsjuksköterskan utför. Ett bifynd presenteras i resultatet i form av hinder för de hälsofrämjande strategierna. Slutsats: De hälsofrämjande strategierna som skolsjuksköterskan använder i preventionsarbetet mot minderårigas alkoholkonsumtion är gynnsamma för att individanpassa arbetet och motivera till beteendeförändring. Många sociala hinder samt hinder i organisationen står i vägen för preventionsarbetet. Klinisk betydelse: Genom att studera skolsjuksköterskans hälsofrämjande strategier mot minderårigas alkoholkonsumtion åsyftar studien att kunna utveckla och uppmärksamma arbets-och preventionsstrategier. Detta för att skolsjuksköterskan ska kunna nå ut till de minderåriga som idag utvecklar ett riskbeteende relaterat till alkohol. / Background: There are several causes for the consumption of alcohol among young people. Laws and regulations aim to prevent minors from using alcohol. A high number of minors break the laws and have a risky lifestyle related to alcohol. The school nurse plays a significant role in this prevention and uses multiple strategies to promote children’s and young people’s health. Objective: To describe the school nurse's health promotion strategies against underage drinking. Method: A literature review based on ten qualitative articles. Results: Two categories could be identified based on the aim: health dialogue and family strategies. From the category health dialogue two subcategories where acknowledged: health survey and motivational intervening. These strategies have proven to be effective in health promotion performed by the school nurse. An incidental finding is presented in the results as barriers to health promotion strategies. Conclusion: The strategies that school nurses use as prevention to reduce alcohol drinking among minors is beneficial for individual targeting and to motivate behavioral change. Alcohol prevention from a school nurses perspective is challenging due to social and organizational obstacles. Clinical significance: By studying the school nurse health promotion strategies against underage drinking the study refers to develop and recognize work and prevention strategies. This is because the school nurse should be able to reach out to minors that today develop a risk behavior related to alcohol.

The study intended to investigate whether Zimbabwe possesses realistic potential export opportunities that can lead to the sustainable reconstruction of its economy. The study was initiated on the premise that Zimbabwe is a fragile state and a post-conflict country going through reconstruction. The study also premised itself on the foundation that the current recovery efforts by Zimbabwe – although they have yielded some positive results, have still fallen short of providing sustainable economic growth without meaningful deeper reforms. Hence, this study is an attempt to provide policy makers with an alternative researched export promotion strategy with a focus on realistic potential opportunities. The study employed two techniques, namely survey of literature and empirical investigation. The survey of literature was achieved through theoretical literature on post-conflict reconstruction. Exports were identified in the various experiences of those countries that have gone through post-conflict reconstruction and still managed to use them in their recovery process. This necessitated a thorough investigation of literature to draw a theory upon which exports promotion could rely. The major theory that was surveyed in the literature is exportled growth (ELG). The theory is based on the premise that exports influence economic growth. Empirical evidence through literature was established in the studies carried out in different countries supporting the hypothesis. The theory was seen as superior to the import substitution strategy which led many developing countries to lag behind those which adopted export-led growth policies. The other aspect of empirical investigation was carried out through the application of the Decision Support Model (DSM). This is a scientific model that is used as a method of market selection. The model’s 4 filters were modified to include a 5th filter to specifically take into account the special circumstances of Zimbabwe. The 5th filter extension of the model provided a substantial contribution by this study to the model. A proxy of Zimbabwe’s neighbours – namely Botswana, Mozambique, Namibia, South Africa and Zambia was used to reinforce Zimbabwe’s competitiveness. This was based on the assumption that if Zimbabwe’s neighbours under similar conditions can successfully penetrate certain markets, then Zimbabwe should not find it difficult to penetrate the same markets. This empirical investigation showed that Zimbabwe does possess realistic potential export opportunities. The results identified 344 realistic export opportunities (REOs) for Zimbabwe in 17 regions, 50 countries, 13 sectors and 112 product lines. The study observed that Zimbabwe is in fact not utilising much of the REOs. In order to enable Zimbabwe to utilise the REOs, the study developed an appropriate export promotion strategy. The export promotion strategy is based on the results obtained from empirical investigation. The export promotion strategy has sub-strategies which respond to the specific needs of individual sectors and individual markets. The study established that instead of spending resources in an unfocused manner, the meagre resources can be applied to a more focused export promotion strategy. Based on the experiences of other countries that have gone through a similar post-conflict reconstruction process and have also used the theoretical conceptual framework of the export-led growth theory, the DSM results show there are realistic export opportunities (REOs) and these may contribute towards economic growth and recovery. The study further provided recommendations on how Zimbabwe could realise realistic potential export opportunities. This study has made a three-fold contribution. Firstly, a contribution has been made to the literature on post-conflict reconstruction and export promotion. Secondly, a significant contribution has been made by extending the Decision Support Model with a 5thfilter that also considers the supply side in the model. Finally, it has formulated an export promotion strategy, which can be applied by policy makers in Zimbabwe. / Thesis (PhD (Economics))--North-West University, Potchefstroom Campus, 2013.

The study intended to investigate whether Zimbabwe possesses realistic potential export opportunities that can lead to the sustainable reconstruction of its economy. The study was initiated on the premise that Zimbabwe is a fragile state and a post-conflict country going through reconstruction. The study also premised itself on the foundation that the current recovery efforts by Zimbabwe – although they have yielded some positive results, have still fallen short of providing sustainable economic growth without meaningful deeper reforms. Hence, this study is an attempt to provide policy makers with an alternative researched export promotion strategy with a focus on realistic potential opportunities. The study employed two techniques, namely survey of literature and empirical investigation. The survey of literature was achieved through theoretical literature on post-conflict reconstruction. Exports were identified in the various experiences of those countries that have gone through post-conflict reconstruction and still managed to use them in their recovery process. This necessitated a thorough investigation of literature to draw a theory upon which exports promotion could rely. The major theory that was surveyed in the literature is exportled growth (ELG). The theory is based on the premise that exports influence economic growth. Empirical evidence through literature was established in the studies carried out in different countries supporting the hypothesis. The theory was seen as superior to the import substitution strategy which led many developing countries to lag behind those which adopted export-led growth policies. The other aspect of empirical investigation was carried out through the application of the Decision Support Model (DSM). This is a scientific model that is used as a method of market selection. The model’s 4 filters were modified to include a 5th filter to specifically take into account the special circumstances of Zimbabwe. The 5th filter extension of the model provided a substantial contribution by this study to the model. A proxy of Zimbabwe’s neighbours – namely Botswana, Mozambique, Namibia, South Africa and Zambia was used to reinforce Zimbabwe’s competitiveness. This was based on the assumption that if Zimbabwe’s neighbours under similar conditions can successfully penetrate certain markets, then Zimbabwe should not find it difficult to penetrate the same markets. This empirical investigation showed that Zimbabwe does possess realistic potential export opportunities. The results identified 344 realistic export opportunities (REOs) for Zimbabwe in 17 regions, 50 countries, 13 sectors and 112 product lines. The study observed that Zimbabwe is in fact not utilising much of the REOs. In order to enable Zimbabwe to utilise the REOs, the study developed an appropriate export promotion strategy. The export promotion strategy is based on the results obtained from empirical investigation. The export promotion strategy has sub-strategies which respond to the specific needs of individual sectors and individual markets. The study established that instead of spending resources in an unfocused manner, the meagre resources can be applied to a more focused export promotion strategy. Based on the experiences of other countries that have gone through a similar post-conflict reconstruction process and have also used the theoretical conceptual framework of the export-led growth theory, the DSM results show there are realistic export opportunities (REOs) and these may contribute towards economic growth and recovery. The study further provided recommendations on how Zimbabwe could realise realistic potential export opportunities. This study has made a three-fold contribution. Firstly, a contribution has been made to the literature on post-conflict reconstruction and export promotion. Secondly, a significant contribution has been made by extending the Decision Support Model with a 5thfilter that also considers the supply side in the model. Finally, it has formulated an export promotion strategy, which can be applied by policy makers in Zimbabwe. / Thesis (PhD (Economics))--North-West University, Potchefstroom Campus, 2013.

This study was undertaken to evaluate, within the context of a selected Social Marketing Model, the strategies that South Africa has been using in the past 10 years in promoting Road Safety in the country. The underpinning aim of the study was to determine whether or not these strategies have been adequately addressing the essence of Road Safety Promotion in South Africa in the light of the many changes communities have experienced over the past decade. Another key reason for the quest to evaluate these strategies is the fact that even in spite of their partial implementation, the rate of road accidents in the country continues to increase. Effectively, South Africa is busy losing the Road Safety battle. The study argued that it is vital that South Africa embarks on effective strategies of Road Safety promotion in order to drastically reduce road accidents and mortalities to levels, at least, of between one to nine persons per year. All governmental strategies currently in use for promoting Road Safety in South Africa are more than four years old, and no in-depth study has been done to evaluate their effectiveness and the reasons for failure of those well-planned campaigns coming out of the strategies, where the mortality rates from accidents continue to increase. This study evaluated the strategies and the impact of the campaign messages emanating from them. Qualitative research methodology using group interviews was conducted in three of the nine provinces namely North West, Gauteng, and Free State Province, the presumption being that the three South African provinces, like the rest, contain characteristics that are generally prevalent in the country. The findings of the study revealed that Road Safety officers were neither fully conversant with the strategies for promotion of Road Safety in the country, nor adequately equipped to confidently and effectively manage their obligatory mandate to endorse the Road Safety Promotion programmes. The limited and often absent engagement of communities in the design and implementation of Road Safety Promotion Strategies has not boded well for the country. Among the recommendations made were, adequate orientation and training of Road Safety practitioners in the area of Road Safety Strategies and promotion, which would result in the strengthening of community engagement in Road Safety Promotion Strategies, the need to conduct, at short intervals, the impact analyses of the promotional strategies being used, in order, where necessary, to design fresh promotional messages with impact, using the Social Marketing Framework for Road Safety promotion campaigns. / Thesis (PhD)--University of Pretoria, 2011. / Communication Management / PhD / Unrestricted

Este estudio pretende orientar sobre el proceso de decisión de compra de cursos e-learning, y sobre la evolución del uso de nuevas plataformas para el aprendizaje cotidiano. En el ámbito educativo, la llegada de internet permitió la consiguiente aparición de diversas plataformas virtuales que permiten al alumno estar conectado cada vez más con el mundo digital y el autoaprendizaje, propiciando la generación de nuevos mercados y metodologías de enseñanza, una de ellas los cursos e-learning que cada vez se encuentran más presentes en la oferta estudiantil. El objetivo de este estudio es determinar si las acciones de comunicación de la promoción online influyen en el proceso de decisión de compra de cursos e-learning. Es muy importante identificar qué es lo que lleva a una persona a decidir realizar la compra de los cursos, que los motiva, y por qué los adquieren. / This study aims to guide the process of purchasing E-learning courses, and on the evolution of the use of new platforms for day learning. In the educational field, the arrival of the Internet, the evolution of the various virtual platforms that allow the student to be increasingly connected to the digital world and self-learning, fostering the generation of new markets and teaching methodologies, one of them courses E-learning that are increasingly present in the student offer. The objective of this study is to determine whether the communication actions of the online promotion influence the process of purchasing E-learning courses. It is very important to identify what leads a person to decide to make the purchase of the courses, that motivates them, and why they acquire them. / Trabajo de investigación

Actualmente, la industria peruana de gimnasios capta a un público muy reducido, pese al crecimiento que se está dando en la categoría. Pese a los grandes esfuerzos de las cadenas de gimnasios; en Lima, menos del 2% de la población afirma realizar ejercicio constante, por lo que la oportunidad de captación de clientes es elevada. Por dicho motivo, las cadenas de gimnasio están realizando una gran variedad de estrategias en cada una de las variables del marketing mix, principalmente promocionales. En lo que se refiere a la metodología de investigación, debido a la naturaleza del segmento esta tendrá un enfoque mixto, utilizándose como herramientas a los focus group, entrevistas semiestructuradas y encuestas. La población seleccionada son jóvenes entre los 18 y 30 años (millenials), pertenecientes a la zona 7 de Lima Metropolitana. El procesamiento de datos constará de una alineación de los resultados obtenidos con la teoría identificada, con una etapa previa de validación, asegurando que la información resultante sea útil y relevante. Esto dará paso al análisis de las correlaciones identificadas entre las variables. Los resultados afirman que las estrategias aplicadas por los gimnasios tienen un buen nivel de significancia para el público objetivo, existiendo una implicancia entre las variables a trabajar. Se tiene como conclusión general que las estrategias de marketing mix utilizadas por las cadenas de gimnasio si influyen en la intención de compra en cadenas de gimnasios, pese a que unos autores afirman que en algunos casos no es así. / Currently, the Peruvian gym industry attracts a very small audience, despite the growth in this category. Despite the great efforts of the gym chains, in Lima, less than 2% of the population affirm to work out constantly; thus, an opportunity to attract customers is high. For this reason, gym chains are carrying out a wide variety of strategies in each of the marketing mix variables, mainly promotional. Regarding the research methodology, due to the nature of the segment, it has a mixed focus, using as tools focus groups, semi-structured interviews and surveys. The population selected for the research are young people between 18 and 30 years old (the millennials), who belong to zone 7 of the Metropolitan Lima. The data processing consists of the alignment of the results obtained using the identified theory, with a previous stage of validation, ensuring that the resulting information is useful and relevant. This gives way to the analysis of the correlations identified between the variables. The results affirm that the strategies applied by the gyms have a good level of significance for the target audience, with an implication among the variables that work. The general conclusion is that the marketing mix strategies used by gym chains do influence the purchase decision in gym chains, although some authors claim that in some cases it is not true. / Trabajo de investigación

<p>Purpose: The purpose of this thesis is to analyze and evaluate essential</p><p>prerequisites for companies and corporations aiming at marketing</p><p>global brands in a restricted market.</p><p>Method:</p><p>The investigation strategy used for this essay was to perform a case</p><p>study on the Islamic Republic of Iran. Both primary data – such as a</p><p>survey, interviews and participating observation – and secondary</p><p>data – found in books, scientific articles and the internet – have been</p><p>used to achieve the results. The gathering of empirical data was</p><p>performed inside the Islamic Republic of Iran during two weeks in</p><p>November 2007 in three different cities: Tehran, Ispahân and Bâbol.</p><p>This was carried out by considering several theories: global</p><p>branding strategies, brand equity, involvement theory and</p><p>communication models.</p><p>Results: The outcome of this essay show several factors that should be taken</p><p>in consideration in relation to marketing global brands in Iran. Many</p><p>companies have chosen adaptation as their promotion– and product</p><p>strategy because of countless rules and restrictions hindering global</p><p>marketing. These strategies affect consumer involvement: low</p><p>involvement global brands become high involvement global brands</p><p>once in the Iranian market. The authors have taken Brand</p><p>Awareness as a primary factor for spreading and promoting global</p><p>brands. The empirical material also shows how global brand</p><p>knowledge is mostly spread through prohibited new media (Satellite</p><p>TV and Internet) as well as with the Word-of-Mouth practice in</p><p>Iran. Furthermore, global brand knowledge amongst Iranian</p><p>consumers is widely extended. As a result, consumers prefer</p><p>standardized global brands before adapted global brands or local</p><p>brands. What the authors also found out was that the enormous</p><p>demand of standardized global brands has already been fulfilled by</p><p>the use of new solutions for distribution and promotion in the</p><p>Iranian market: most global brands enter the Iranian market via</p><p>other countries (Dubai and Turkey).</p><p>From gathering all the empirical findings by using methods of</p><p>triangulation, the authors have concluded that it is impossible to</p><p>hinder knowledge and accessibility of global brands, even in a</p><p>restricted market such as the Islamic republic of Iran.</p> / <p>Syfte: Syftet med denna uppsats är att analysera och utvärdera</p><p>förutsättningar som är relevanta för företagens</p><p>marknadsföringsstrategier av globala varumärken i en sluten</p><p>ekonomi.</p><p>Metod:</p><p>Uppsatsens forskningsstrategi har varit att göra en fallstudie på Iran.</p><p>Vidare kombinerar studien kvalitativ– och kvantitativ angreppssätt i</p><p>form av litteratur såsom böcker, artiklar och Internet, samt en</p><p>enkätundersökning, intervjuer, och deltagande observation.</p><p>Empirisk datainsamling skedde i Iran under två veckor i November</p><p>2007 på tre olika städer: Tehran, Ispahân och Bâbol.</p><p>Detta utfördes med hjälp av följande teorier som bakgrund: global</p><p>marknadsföringsstrategier, Brand Equity, involveringsteorier och</p><p>kommunikationsmodeller.</p><p>Resultat: Ett flertal faktorer bör beaktas i samband med marknadsföring av</p><p>globala varumärken i Iran.</p><p>De flesta företagen har valt anpassning som produkt– och</p><p>kommunikationsstrategi på grund av en mängd regler och</p><p>restriktioner som hindrar global marknadsföring. Dessa strategier</p><p>påverkar konsumenternas engagemang: låg involverade köp</p><p>omvandlas till hög involverade i den Iranska marknaden.</p><p>Uppsatsförfattarna har valt märkeskännedom som den viktigaste</p><p>faktorn för att kommunicera och marknadsföra globala varumärken.</p><p>Det empiriska materialet visar hur global märkeskännedom sprids</p><p>framförallt genom de förbjudna nya medierna (Satellit TV och</p><p>Internet) samt genom Word-of-Mouth metoden i Iran. Dessutom är</p><p>global märkeskännedom redan utbrett bland Iranska konsumenter.</p><p>Utifrån det, föredras standardiserade globala varumärken framför</p><p>anpassade eller lokala varumärken. Uppsatsförfattarna har även</p><p>konstaterat att den stora globala varumärkesefterfrågan har redan</p><p>besvarats med hjälp av nya distribution– och</p><p>kommunikationsslösningar för den Iranska marknaden: de flesta</p><p>globala varumärken marknadsförs via andra länder (Dubai och</p><p>Turkiet).</p><p>Utifrån all uppsamlad empiri, har uppsatsförfattarna genom</p><p>metodtriangulering dragit slutsatsen att det går inte att hindra</p><p>tillgången och kännedom av globala varumärken, även i en sluten</p><p>ekonomi såsom den Islamiska Republiken av Iran.</p>