Maestría en Mercadeo · 2026

Optimización en la transferencia de conocimiento mediante prototipos en mercadeo para pymes en Colombia

Across various sectors (such as manufacturing, commerce, services, etc.), SMEs in Colombia represent 90% of the national productive sector (DANE, 2020). Many of them have remained in the market over time thanks to traditional strategies that provide stability and maturity; however, there is no exponential growth that allows them to increase their sales, market position, or workforce. This is largely due to the barriers they face in acquiring and applying digital marketing knowledge. Various studies point out that these barriers are not only limited to how they access information, but also to its comprehension, contextualization, and implementation (Ziółkowska, 2021, as cited in Yávar et al., 2025). In this context, the purpose of this research is to identify the main inhibitors and needs that SMEs face in the adoption of digital marketing, as well as to design and validate prototypes that facilitate knowledge transfer. An exploratory qualitative study was developed, the first phase of which consisted of in-depth interviews with 20 companies belonging to four economic sectors (manufacturing, food, local services, and commerce). Based on the analysis of the findings, three low-fidelity proposals were designed to address the identified barriers. Subsequently, these proposals underwent a qualitative validation process with 10 of the 20 companies initially interviewed to evaluate dimensions such as cognitive clarity, contextual relevance, and operational feasibility. The results show that the effectiveness and subsequent applicability of the proposed solutions depend on their ability to adapt to the companies' operational reality and how technical concepts are translated into concrete actions. It is concluded that a design centered on the business user increases knowledge appropriation and implementation feasibility, thus providing a model that could be replicated in the development of future training solutions in business contexts.

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