Emprendimiento y marketing digital como estrategia para fortalecer competencias comerciales y empleabilidad regional

Luis Alberto Sánchez García; Carmenza María Caraballo Castro; Kelly Johanna Rueda Acuña

doi:10.22490/25392786.11823

Vol. 15 No. 2 (2026)

Published 2026-09-21

license

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

COPYRIGHT AND OPEN ACCESS POLICY

Journal

The journal provides immediate open access to its content, based on the principle of giving the public free access to research and contributing to a greater global exchange of knowledge.

Therefore, it publishes under the Creative Commons 4.0 Attribution – Non-Commercial - Share-alike (BY-NC-SA) license: Commercial use of the original work or of possible derived works is not allowed, the distribution of which must be performed with a license equal to that which regulates the original work. To see more go to: http://creativecommons.org/licenses/by-nc-sa/4.0/

The journal allows self-archiving after publication with the version edited by the journal, both on personal websites and institutional repositories of the same area of knowledge, as long as the journal is directly cited and the URL leading to the article is given in the journal's Web space. The journal does not request any kind of forfeit of the managed content.

For all management, the Revista Estrategia Organizacional adheres to the COPE Code of Conduct for Journal Editors along with some COPE Best Practices Guidelines. The journal’s Code of Ethics can be found at:

http://selloeditorial.unad.edu.co/images/Documentos/OJS/ECACEN/C%C3%B3digo_de_%C3%A9tica.pdf

Author

The content of the article must be unpublished, it must not be in the process of evaluation by another institution, it must not have been distributed to third parties, there must be no legal or contractual limitation that prohibits the author from authorizing the use of their work in open access and in printed or digital form.

Obtaining reproduction rights for all graphical material (tables, figures, diagrams, photographs) is the responsibility of the authors. Therefore, they must send authorizations for the publication and use of this material.

Each author must sign the ‘Copyright Transfer Agreement’, transferring the rights to Universidad Nacional Abierta y A Distancia (UNAD) and the Revista Estrategia Organizacional.

The authors of the articles selected for publication must read and know the journal's code of ethics. In all cases, the Editor and Editorial Committee declare that the opinions expressed are the sole responsibility of the authors.

Preservation policy

Our journal preserves files through the servers of the UNAD newspaper library with the OJS platform. It has the PKP PLN tool that allows preserving the content of the journal regardless of where it is hosted. Thanks to the LOCKSS Private Network. The information can be expanded at: https://pkp.sfu.ca/2016/08/08/pkp-lockss-pln-update

Additionally, the journal has OAI-PMH interoperability protocols: Open Archives Initiative-Protocol for Metadata Harvesting. Details can be found at the following link: https://hemeroteca.unad.edu.co/index.php/revista-estrategica-organizacio/oai.

Artículo

Entrepreneurship and Digital Marketing as a Strategy for Strengthening Commercial Competencies and Regional Employability

DOI: https://doi.org/10.22490/25392786.11823

Luis Alberto Sánchez García Corporación Universitaria Minuto de Dios

Carmenza María Caraballo Castro Corporación Universitaria Minuto de Dios

Kelly Johanna Rueda Acuña Corporación Universitaria Minuto de Dios

PDF (Spanish)

Abstract
References

Introduction: Digital transformation and emerging market dynamics have increased the need to strengthen commercial, entrepreneurial, and technological skills within educational processes. In this context, higher education institutions face the challenge of reducing the gap between students' competencies and current business requirements. Methodology: The study employed a mixed-method approach with a non-experimental, descriptive, and propositional design. Quantitative techniques were used to identify competency levels and training gaps, while qualitative techniques explored the perceptions of students, entrepreneurs, and faculty members from the UNIMINUTO Santa Marta Regional Center. Data collection included questionnaires, focus groups, and semi-structured interviews. Results: Findings reveal the need for applied learning environments that integrate entrepreneurship, digital marketing, and innovation. Opportunities were also identified to strengthen business skills through educational strategies aligned with labor market demands. Conclusions: The proposed laboratory model represents an educational innovation strategy that integrates teaching, research, and community engagement, fostering digital entrepreneurship, strengthening commercial competencies, and contributing to sustainable regional economic development.

keywords: entrepreneurship, digital marketing, business skills, educational innovation, digital transformation

Banco Mundial. (2025). Digital economy for Latin America and the Caribbean – Country diagnostic. World Bank. https://documents.worldbank.org/en/publication/documents-reports/documentdetail/099713306162331442

Bardin, L. (2002). El análisis de contenido. Akal.

Bisquerra, R. (2014). Metodología de la investigación educativa. La Muralla.

Brown, T. (2009). Change by design: How design thinking transforms organizations and inspires innovation. Harper Business.

Caicedo, J., Quintero, M., Montalvo, J., & Realpe, S. (2023). Competencias digitales y competitividad en emprendedores. Revista de Ciencias Empresariales, 15(2), 45–60. (S. D.)

Creswell, J. W., & Plano Clark, V. L. (2018). Designing and conducting mixed methods research (3rd ed.). SAGE.

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555 DOI: https://doi.org/10.1007/BF02310555

Drucker, P. (1985). Innovation and entrepreneurship. Harper & Row.

Flick, U. (2018). An introduction to qualitative research (6th ed.). SAGE. DOI: https://doi.org/10.4135/9781529622737

Global Entrepreneurship Monitor (GEM). (2024). GEM 2023/2024 global report: 25 years and growing. GEM Consortium. https://www.gemconsortium.org/report/global-entrepreneurship-monitor-gem-20232024-global-report-25-years-and-growing

Gómez, L., & Pérez, A. (2022). Metodologías activas en educación superior: Aprendizaje basado en proyectos y design thinking. Revista Educación y Desarrollo, 18(1), 23–35. (S. D.)

Hernández-Sampieri, R., Fernández, C., & Baptista, P. (2022). Metodología de la investigación (7.ª ed.). McGraw-Hill.

Kolb, D. A. (1984). Experiential learning: Experience as the source of learning and development. Prentice Hall.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley.

Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications. DOI: https://doi.org/10.1016/0147-1767(85)90062-8

Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE.

Organización para la Cooperación y el Desarrollo Económicos (OCDE). (2013). Innovative learning environments. OECD Publishing. https://www.oecd.org/en/publications/innovative-learning-environments_9789264203488-en.html

Organización para la Cooperación y el Desarrollo Económicos (OCDE). (2023). OECD skills outlook 2023: Skills for a resilient green and digital transition. OECD Publishing. https://www.oecd.org/en/publications/oecd-skills-outlook-2023_27452f29-en.html#page1

Organización para la Cooperación y el Desarrollo Económicos (OCDE). (2023a). Digital education outlook 2023: Towards an effective digital education ecosystem. OECD Publishing. https://www.oecd.org/en/publications/oecd-digital-education-outlook-2023_c74f03de-en.html

Otzen, T., & Manterola, C. (2017). Técnicas de muestreo sobre una población a estudio. International Journal of Morphology, 35(1), 227–232. https://doi.org/10.4067/S0717-95022017000100037 DOI: https://doi.org/10.4067/S0717-95022017000100037

Pardo, A., & Ruiz, M. A. (2019). Análisis de datos con SPSS: Prácticas guiadas y resueltas. McGraw-Hill.

Patiño-Aragundi, J., & Rodríguez Loor, M. (2023). Estrategias de marketing digital en estudiantes universitarios. Revista Latinoamericana de Innovación Educativa, 10(2), 78–92. (S. D.)

Salinas, J. (2012). Innovación educativa y uso de las TIC. Revista de Universidad y Sociedad del Conocimiento, 9(2), 3–13. https://dialnet.unirioja.es/servlet/libro?codigo=355257

Tamayo y Tamayo, M. (2017). El proceso de la investigación científica. Limusa.

Taylor, S. J., & Bogdan, R. (1998). Introduction to qualitative research methods: A guidebook and resource (3rd ed.). Wiley.

UNESCO. (2023). Reimagining our futures together: A new social contract for education. United Nations Educational, Scientific and Cultural Organization. https://doi.org/10.54675/ASRB4722 DOI: https://doi.org/10.54675/ASRB4722

license

How to Cite

Sánchez García, L. A., Caraballo Castro, C. M., & Rueda Acuña, K. J. (2026). Entrepreneurship and Digital Marketing as a Strategy for Strengthening Commercial Competencies and Regional Employability. Revista Estrategia Organizacional, 15(2), 191-220. https://doi.org/10.22490/25392786.11823

Download Citation

Almétricas