Maestría en Mercadeo · 2025

Plan de mercadeo Proyecto Campus Conectado. Concesión de espacios para eventos corporativos, deportivos y académicos en la Universidad EAFIT

Campus Conectado is a strategic marketing plan proposal developed for Universidad EAFIT, aimed at transforming the way the institution manages and promotes its physical spaces for external corporate, academic, and sporting events. The project stems from the recognition of a latent opportunity in the Medellín market, a city with a highly dynamic business and academic scene, where EAFIT boasts significant competitive advantages such as modern infrastructure, a strategic location, and institutional prestige. The project integrated qualitative and quantitative methodologies to diagnose internal and external perceptions, identify barriers, and validate the project´s commercial viability. Based on these findings, a relationship marketing strategy was proposed, accompanied by internal awareness-raising actions, institutional positioning, product differentiation, the implementation of a digital reservation platform, and the creation of a unified management model. The result is a roadmap that seeks not only to generate revenue for the university, but also to strengthen its ties with its surroundings, consolidate its reputation, and build a more open, collaborative, and connected organizational culture within the city´s ecosystem. Campus Conectado is projected as a sustainable institutional strategy that integrates academic, commercial, and experiential aspects into a single value proposition.

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