Sustainable urban development and its implications for enterprises and territories

El presente artículo tiene por objeto mostrar el papel que juega el desarrollo sostenible, poniendo énfasis en el importante rol que juega el mismo en el desarrollo urbano, las empresas y el territorio. En una nueva visión de economía circular, el desarrollo sostenible se convierte en fuente capaz de generar ecoinnovación y modelos productivos basados en la nueva economía “verde”. En definitiva, se pretende dar una visión holística del desarrollo sostenible y reflexionar sobre su impacto en la felicidad colectiva de los territorios, tema muy relevante hoy en día, pero donde son escasas las investigaciones que expliquen dichas relaciones con el enfoque adoptado para la elaboración del presente artículo. Palabras claves: ecoinnovación, economía verde, desarrollo sostenible, felicidad colectiva.The present article aims to show the role of sustainable development, emphasizing the important role that it plays in companies and the territory. In a new vision of circular economy, sustainable development becomes a source capable of generating eco-innovation and productive models based on the new "green" economy. In short, it aims to give a holistic view of sustainable development and reflect on their impact on the collective happiness of the territories, a very relevant inssue today, but there is not enough research to explain these relationships according to the information consulted for the preparation of this article

Development of a teaching team in the coordination of the teaching staff in the university environment

La coordinación en la docencia universitaria se ha establecido como uno de los elementos relevantes para el buen desempeño de la docencia y el buen desarrollo profesional y organizativo. Ante la identificación de la baja satisfacción de los alumnos del Grado de Marketing e Investigación de Mercados de la Universidad de Cádiz con la coordinación docente se plantea la creación de un equipo docente formado por profesores de dicho título con el objetivo de crear procedimientos comunes para conseguir una mejor comunicación del profesorado del Título y resolver así los inconvenientes derivados de la falta de coordinación generando una mayor satisfacción del alumnado. De esta manera se creó y desarrolló el equipo docente estableciéndose reuniones periódicas durante el curso académico 2016/2017 y proponiendo una serie de actividades que ayudasen a conseguir una mayor y mejor coordinación docente. Una vez realizadas las actividades se analizaron los resultados conseguidos durante el curso 2016/2017, comprobándose una mayor satisfacción por parte del alumnado y el profesorado del título. Por lo tanto, la experiencia fue realmente positiva, no obstante, es conveniente que el desarrollo y el estudio dicho equipo docente se siga realizando para los posteriores cursos académicos para corroborar así la eficacia de su implantaciónThe teaching coordination in the university field has been established as one of the main elements for the good performance of teaching and good professional and organizational development Before the identification of the low satisfaction of the students of the Marketing and Market Research Degree of the University of Cadiz with the teaching coordination, the creation of a teaching team made up of professors of said degree is proposed with the aim of creating common procedures to achieve better communication of the Title faculty and to solve the problems derived from the lack of coordination, generating greater student satisfaction. In this way, the teaching team was created and developed, establishing regular meetings throughout the 2016/2017 academic year and proposing a series of decisions or activities that would help to achieve greater and better teacher coordination. Once the activities were carried out, the results achieved during the 2016/2017 academic year were analyzed, demonstrating greater satisfaction both in the students and in the teaching staff of the degree, therefore the experience was really positive, however it is convenient that the development and This teaching team will continue studying for the subsequent academic courses to corroborate the effectiveness of its implementation

El desarrollo urbano sostenible y sus implicaciones para las empresas y los territorios

The present article aims to show the role of sustainable development, emphasizing the important role that it plays in companies and the territory. In a new vision of circular economy, sustainable development becomes a source capable of generating eco-innovation and productive models based on the new "green" economy. In short, it aims to give a holistic view of sustainable development and reflect on their impact on the collective happiness of the territories, a very relevant inssue today, but there is not enough research to explain these relationships according to the information consulted for the preparation of this article.El presente artículo tiene por objeto mostrar el papel que juega el desarrollo sostenible, poniendo énfasis en el importante rol que juega el mismo en el desarrollo urbano, las empresas y el territorio. En una nueva visión de economía circular, el desarrollo sostenible se convierte en fuente capaz de generar ecoinnovación y modelos productivos basados en la nueva economía “verde”. En definitiva, se pretende dar una visión holística del desarrollo sostenible y reflexionar sobre su impacto en la felicidad colectiva de los territorios, tema muy relevante hoy en día, pero donde son escasas las investigaciones que expliquen dichas relaciones con el enfoque adoptado para la elaboración del presente artículo. ABSTRACT The present article aims to show the role of sustainable development, emphasizing the important role that it plays in companies and the territory. In a new vision of circular economy, sustainable development becomes a source capable of generating eco-innovation and productive models based on the new "green" economy. In short, it aims to give a holistic view of sustainable development and reflect on their impact on the collective happiness of the territories, a very relevant inssue today, but there is not enough research to explain these relationships according to the information consulted for the preparation of this article

Social Marketing, welfare indicators and SDG. Analysis of the official account of the Spanish Government @desdelamoncloa

Las redes sociales son instrumentos de comunicación que facilitan la sensibilización y concienciación de los ciudadanos ante problemas sociales. A través de Twitter, los gobiernos pueden obtener información útil y tomar de decisiones para mejorar el bienestar de la comunidad y concienciar a los ciudadanos sobre el logro de los Objetivos de Desarrollo Sostenible (ODS). Este trabajo muestra cómo Twitter y el marketing social sirven como herramienta en la política económica y pretende conocer si en los mensajes publicados por la cuenta oficial del gobierno de España (@desdelamoncloa) se hablan sobre los ODS y el bienestar, además analiza el impacto de las publicaciones con contenido sobre dichos objetivos. Para ello se utiliza la metodología del análisis de contenido desde un doble enfoque, cualitativo y cuantitativo, examinando de forma descriptiva los mensajes publicados por @desdelamoncloa durante 2018, así como su relación con los ODS y el Indicador de Bienestar Sostenible. Los resultados reflejan que los ODS más comentados (los relacionados con la igualdad de género y las desigualdades) no son los que han obtenido un mayor impacto del público (trabajo y crecimiento económico), destacando los ODS incluidos en el elemento del Indicador de Bienestar Sostenible denominado «Bienestar, Economía y Sostenibilidad». Asimismo, el análisis cualitativo refleja que los mensajes publicados son de tipo informativo sobre actuaciones del gobierno y que el término «bienestar» aparece en un contexto donde se resalta los valores que representa España.Social media are communication tools that facilitate citizens’ awareness of social problems. Through Twitter, governments can obtain useful information and make decisions to improve the well-being of the community and raise public awareness about how to achieve the Sustainable Development Goals (SDG). This work shows how Twitter and social marketing serve as economic policy instruments and aims to know if the messages published by the official twitter account of the Spanish Government (@desdelamoncloa) talk about the SDG and well-being, as well as to analyze the impact of publications with content on these objectives. The methodology of content analysis is used from a double approach, qualitative and quantitative, examining the messages published by @desdelamoncloa during 2018, as well as its relationship with the SDG and the Sustainable Wellbeing Indicator. The results reflect that the most commented SDG (those related to gender equality and inequalities) are not the ones that have obtained the greatest impact from the public (work and economic growth. Thus far, the highly valued posts have content about the SDG included in the element of the Indicator of Sustainable Welfare called Welfare, Economy and Sustainability. Likewise, the qualitative analysis reflects that the messages published are informative with content about government actions and also, the word welfare appears in a context where the values that Spain represents stands out

Food and Beverage Advertising Aimed at Spanish Children Issued through Mobile Devices: A Study from a Social Marketing and Happiness Management Perspective

Eating Disorders (ED) and obesity are a pandemic in developed and developing societies. In 2018, Spanish Ministry of Health and Consumption reported data on obesity (15%) and ED (12%). Spain thus ranks fifth among European countries in childhood obesity, with the highest incidence in the 6-12-year-age group. Many studies point to media as one of the contributing elements to this growth. In this sense, it should be noted that Spanish children are exposed to an average of 9000 television commercials per year and the vast majority of these are for food and beverage products of little or no nutritional value. Educommunication becomes essential here, since media have the capacity to educate, prevent and influence the behaviour as part of their social marketing strategies and within the happiness management philosophy. The aim of this paper is to analyse food and beverage advertising on mobile devices aimed at children. The methodology used includes a content analysis, a survey, and focus groups. The results show that many of the food products are bought or ordered as a direct result of advertising. The main conclusions point to the need to regulate the messages transmitted in order to guide the social function of media so that public health and happiness can be improved

An approach for analysing and segmenting messages about the SDGs on Twitter from the perspective of social marketing

Se ha publicado una corrección de este artículo en: International Review on Public and Nonprofit Marketing, (2023), 20, 3, (635-658), DOI: 10.1007/s12208-023-00369-3This descriptive study aims to identify the most published SDGs by @GlobalGoalsUN, the United Nations' official account for sustainable development goals, and elaborate the segmentation profiles of these messages that promote a more significant impact from the perspective of social marketing and happiness. With more than 345 million active users in 2022, Twitter is a relevant social media tool for researching and knowing public reactions. In order to identify the most relevant SDGs, we have downloaded tweets from January 1, 2021, to September 30, 2022. The segmentation profiles have been elaborated with the classification tree using the division method called CHAID (Chi-square automatic interaction detector), which allows the automatic detection of interactions through Chi-square. This technique has made it possible to identify four homogeneous sub-samples corresponding to the segmentation profiles of messages based on impact, social marketing and happiness. The results of these profiles show the categories of the variables that best distinguish the messages. In addition, it has been verified that the most published SDGs do not coincide with those that have achieved the greatest impact. The climate has been the most published SDG (SDG 13 Climate action), but the one that has obtained the most significant reaction from the public has been the SDG related to well-being (SDG 3 Health and well-being). The most popular format has been video, the most recurrent emotional tone has been neutral, and, about social marketing, a category of action messages stands out, unlike behavioural ones, which do not specify the indications to carry out a specific initiative.24 página

Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis

Strategic and tactical factors come into play in shop competitiveness where, in addition to the products sold, other marketing mix variables must also be considered. There are also subjective factors, such as perceptions through the senses. This became even more important when, as a result of the COVID-19 crisis and the forced closure of certain establishments with physical sales, it was necessary to increase profitability and efficiency. The aim of this study was to determine the exact role of sensory marketing in shop efficiency and profitability, based on the guiding principles of technology, innovation, and respect for the environment. We conducted an exploratory and experimental study consisting of the creation of a sensory strategy through the adaptation of the Hulten, Broweus and Van Dijk model on a specific establishment in the current era of Industry 4.0. The results indicate an increase in sales as well as customer satisfaction and happiness after implementing the relevant strategies. The conclusions show that this model is valid and reliable for physical retail establishments, and that these business strategies can significantly contribute to the optimisation of energy resources

The Use of Art as An Intertextual Tool for Comunicative Purposes. The Relationship Between Art and Advertising as Brand Management in The Case of The Classical Pyramids of Giza

Egyptian art comprises a series of artistic disciplines with clear communicative, advertising and propagandistic intentions. The constant commitment of the politico-religious power of the time, and throughout its history, has provided an extraordinary artistic legacy that, beyond showing techniques or feelings, both of the artists and of society, reveals, after analysis, the relationship between art and persuasive advertising, highlighting those circumstances, works or transmitters thanks to which both languages have been closer, either because advertising has been closer to art or vice versa. The result of the confluence between artistic guidelines and communicative purposes (specifically propaganda) was an extensive persuasive campaign and the creation of a powerful brand image, which is analysed here and dissected in communicative terms

Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain

The challenges imposed by the global development agenda imply reflecting on the role and contribution of political parties to development processes in the online environment. Social networks have been characterised as a part of the strategies of political campaigns, as it allows political leaders to establish bidirectional communication with citizens. In this context, the present study aims to empirically explore the leading Spanish political formations' publications from a social marketing perspective. In this way, it will be possible to verify how issues related to the Sustainable Development Goals (SDGs) are addressed. On the one hand, this requires elaborating the communication profiles of the main political parties presented to the Spanish General Elections from 2015 to 2019. On the other hand, to analyse whether social themes better discriminate or distinguish one political party from another. For this purpose, a methodology based on text mining, content analysis from a quantitative and qualitative approach, and simple correspondence analysis has been used. Finally, it should be noted that the results of this research show that there are differences between political parties according to the social issues published, with a divergence between the social issues that provoke a better reaction from the public and those most published on Facebook

Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management

The growing number of children who are obese or overweight in certain countries or geographical areas is a fact, as evidenced by the continuous studies and reports on the subject, endorsed or carried out by the World Health Organisation and independent research. In this context, food and beverage advertising can contribute to this. The main objective of this research is to evaluate compliance with the Food and Drink Advertising Code for Children (PAOS Code) in Spain and its relationship with nutritional habits on television, specifically on channels aimed at children. The methodology is therefore mixed: on the one hand, a qualitative technique based on discourse analysis and, on the other, a quantitative technique based on the content analysis of the advertising broadcast for seven consecutive days on three specialised channels and two generalist channels on Spanish television. The results reveal a systematic noncompliance with this code, which translates into inadequate eating habits among children. The immediate conclusion is that 9 out of 10 parts of food and drink advertising do not comply with any of the rules of the PAOS Code and that self-regulation by the advertising companies is negligible and insufficient