Desarrollo de planes de marketing locales en un contexto profesional como mecanismo de control sobre el aprendizaje

Las asignaturas de Fundamentos de Marketing de los Grados de Comunicación Audiovisual y Publicidad y Relaciones Públicas de la Universitat Jaume I desarrollan un proyecto práctico para la aplicación de los conceptos vistos en clase en un contexto real y profesional centrado en empresas e instituciones del ámbito local. Los objetivos y competencias definidas en este proyecto fueron alcanzados de forma satisfactoria, mejorando considerablemente la asimilación y comprensión de conceptos desde la vertiente teórica, así como fortaleciendo habilidades del estudiante como el trabajo en grupo, la comunicación, la capacidad crítica y la resolución de problemas. La metodología cooperativa en un contexto profesionalizado incrementó notablemente la motivación al conseguir gestionar de manera eficaz la transmisión del conocimiento de las aulas al mundo real.The subjects of Basis of Marketing of the Degrees of Audiovisual Communication and Advertising and Public Relations at the Universitat Jaume I develop a practical project for the application of the concepts covered in class in a real and professional context focused on companies and institutions from the local context. The objectives and competences defined in this project were achieved satisfactorily, significantly improving the assimilation and understanding of concepts from the theoretical approach and strengthen the skills of the student such as team work, communication, critical thinking and problem resolution. The cooperative methodology in a professionalized context significantly increased motivation achieving effectively manage the transmission of knowledge from the classroom to the real world

Anatomy of distal area in the lesser toes of the foot

In this revision, the authors try to illustrate the referring to the descriptive anatomy of the distal area of the lesser toes of the foot. It contains, a description detailed from the embryonic development of these sections, the osteology of the phalanges, joints and basic mechanics of them, tendons, blood vessels, lymphatic, and nervous system. All these anatomical parts are described with illustrations and extracted pictures of preserved and fresh foot specimens.In this revision, the authors try to illustrate the referring to the descriptive anatomy of the distal area of the lesser toes of the foot. It contains, a description detailed from the embryonic development of these sections, the osteology of the phalanges, joints and basic mechanics of them, tendons, blood vessels, lymphatic, and nervous system. All these anatomical parts are described with illustrations and extracted pictures of preserved and fresh foot specimens

Younger and older trust in a crisis situation

Purpose – The purpose of this paper is to analyze consumer trust during a financial crisis, studying its antecedents and consequences. The perceptions of older and younger consumers are also compared. Design/methodology/approach – The theoretical model of trust formation is tested on a random sample of 634 individuals from the three largest Spanish cities, Madrid, Barcelona and Valencia, in a period of economic crisis. Structural equation models were used to verify the global hypothesized relationships. Additionally, the total sample was divided into two groups (younger and older consumers) in order to test the moderating effect of age in the proposed relationships. Findings – In a period of financial crisis, older consumers ’ trust is protected by an emotional and experiential shield from the effects of negative news in the surrounding environment. In contrast, trust, although important, is not the core variable for the younger segment, whose preferences are the consequence of a broad range of cognitive and emotional variables. Research limitations/implications – This research was carried out on financial services. Emotional, relational and experience-linked variables acquire greater importance as the individual gets older, in contrast to more cognitive evaluations. The difference between the younger and the older segments is that the cornerstone of older consumers ’ attitudinal loyalty is trust, whereas for younger people, it is positive switching costs or rewards. Further research on the proposed conceptual model across different industries and countries is needed to determine the generalizability and consistency of the findings from this study. Practical implications – This paper has significant managerial implications. The authors believe that the best strategy for a bank during a period of crisis is to follow a customer-friendly orientation, as in the case of banks that took a long-term vision to look after their brand image. The study draws banking companies ’ attention to the importance of using age as a segmentation criterion. Originality/value – Based on the life-course paradigm, a theoretical model of trust formation is performed. In a period of economic crisis, trust becomes the key variable in determining older consumers ’ preference

Percepciones de los ciudadanos catalanes acerca de la participación del público y los expertos en las controversias sobre el agua

La gestión sostenible del agua ha aparecido en España como el centro de una controversia de primera magnitud. En ella, la participación ciudadana es un eje fundamental. A partir del análisis de grupos de discusión realizados en seis ciudades de Cataluña, este trabajo reflexiona sobre la percepción de la participación en los debates sobre el agua. Se presentan cinco actores que aparecen en el discurso de los entrevistados: los «expertos», los «perjudicados », los «beneficiados», los «interesados» y los «concienciados». Posteriormente, se examinan los criterios que permiten identificar, entre estos actores, los que son considerados legítimos en las controversias hidrológicas.Sustainable water management has become the focal point of a highly important issue in Spain. Citizens' participation in this controversy it is fundamental. Having carried out the analysis of several focus groups in six Catalonian cities (Spain), this study reflects on the perception of participating in discussions on water. Five actors mentioned in interviewees' discourse are presented: the «experts», the «affected», the «benefited», the «interested», and the «conscious». Then, the criteria permitting to identify among these actors those considered to be legitimate participants in hydrological controversies are examined

Crisis de la entidad, efecto halo y lealtad

Taking as reference the period of deep financial and economic crisis suffered at global level, with special incidence in the Spanish financial industry, this paper examines the effect of entity crisis on consumer loyalty, studying the halo effect on trust, brand image and social norms. A causal model is proposed and contrasted with a sample of 500 bank customers and structural equation models were used to verify the hypothesized relationships. The contribution of this research is related to the analysis of the model proposed from a theoretical and empirical perspective. The general model establishes the consumption habits of customers during an entity crisis. It can be seen that the most important antecedent of loyalty are social norms, followed by trust and then brand image. However, the intensity of the crisis in each entity changes the results. The findings suggest that loyalty is an anticyclic strategy for firms. Investing in building customer loyalty in boom years generates positive credit towards the firm from customers who are unwilling to abandon it even when it is in crisis. The halo effect is fulfilled in the sense that customers’ general opinion of the entity and the more emotional variable determines and moderates negative news from the environment which attempts to influence consumers’ beliefs.Tomando como referencia el periodo de profunda crisis financiera y económica sufrida a nivel global, con especial incidencia en el sector financiero español, este artículo examina el efecto que la crisis de una entidad bancaria tiene en la lealtad del consumidor, estudiando el efecto halo en la confianza, la imagen de marca y las normas sociales. Se propone un modelo causal contrastado en una muestra de 500 clientes de entidades bancarias utilizando modelos de ecuaciones estructurales. La contribución de esta investigación está relacionada con el análisis del modelo propuesto desde una perspectiva teórica y empírica. En el modelo general, que establece los hábitos de consumo de los clientes durante un momento de crisis para la entidad, se observa que el principal antecedente de la lealtad son las normas sociales, el segundo es la confianza y el tercero la imagen de marca. Sin embargo, la intensidad de la crisis en cada entidad afecta a los resultados. Los hallazgos sugieren que la lealtad es anti-cíclica para las empresas. Invertir en la fidelización de los clientes en años de auge genera un crédito positivo hacia la empresa por parte de éstos, que no están dispuestos a abandonarla, incluso cuando está en crisis. El efecto halo se cumpliría, pues la opinión de los clientes sobre la entidad y la variable más emocional determina y modera las noticias negativas del entorno que intentan influir en las creencias de los consumidores

Estudio del proceso de fidelización del consumidor final

Para toda empresa es importante mantener una cartera de clientes fieles a la misma que le ayuden a sobrevivir en el tiempo. Esta situación todavía se acentúa en la medida que aumenta la competencia y se incrementa la incertidumbre. En la actualidad éstos son dos rasgos que se ven realmente desarrollados. Debido a la profunda crisis en que nos encontramos, y a otros elementos como la globalización o el desarrollo de las nuevas tecnologías y los sistemas de comunicación nos encontramos ante un escenario de enorme competencia y de manifiesta incertidumbre. Es, por tanto, necesario más que nunca conocer en profundidad cómo llegan los clientes a ser fieles, y desarrollar verdaderas estrategias de fidelización. En este trabajo, presentamos el enfoque secuencial de formación de la lealtad del consumidor para poder profundizar en la comprensión del concepto. Además, lo completamos estudiando el efecto conjunto de los costes de cambio como elemento que fomenta la continuidad con la relación. Se obtiene que el consumidor realiza un proceso de información más cognitivo en sus primeras evaluaciones del servicio recibido y por tanto en sus primeras etapas de lealtad. A medida que el consumidor avanza en el proceso su comportamiento se vuelve más directo y mecánico, por lo que el vinculo cliente-empresa podemos decir que es más fuerte.For any business is important to maintain a loyal customer base to help they to survive over time. This situation is accentuated even to the extent that increases competition and increases uncertainty. At present these are two features that are really developed. Because of the deep crisis in which we are, and other elements such as globalization and the development of new technologies and communication systems, we are faced with a scenario of intense competition and uncertainty manifest. It is therefore more necessary than ever to know in depth how to get customers to be faithful, and develop true loyalty strategies.In this paper, we present the sequential approach to the formation of consumer loyalty in order to deepen understanding of the concept. It is supplemented by studying the combined effect of switching costs as an element that promotes the continuity of the relationship. The results shows that the consumer takes a more cognitive process information in their initial assessments of the service and therefore in the early stages of loyalty. As advances in consumer behavior process becomes more direct and mechanic, so we can say that the customer- company bond is stronger

Methodologies for Designing and Developing New Concepts in Vertical Transportation

Escalator and moving walkway are multibody systems with a design of more than a century. Developed methodology allows studying and improving any subsystem of both systems. In addition, new concepts can be developed and tested without the necessity and cost of a real construction. CITEF (Railway Technologies Research Centre) has been modelling escalators for more than four years. Several complex and innovative models has been developed to characterize static, kinematic and dynamic escalator behaviour. The high number of mechanical elements that are part of escalators complicate modelling task. In this way, methodologies and tools have been developed in order to automate these task and saving computational and time costs. Developed methodologies have been validated with the results of comparing real measurements and simulated outputs from a dynamic model

Uso de instrumentos clínicos para la evaluación de pacientes y resultados de tratamiento en trastornos por uso de sustancias (TUS)

Introducción. En la actualidad resulta imprescindible contar con instrumentos que permitan evaluar los resultados de tratamiento en pacientes con trastornos por uso de sustancias.Objetivo. Revisar la literatura científica de los últimos 10 años relacionada con la validación y el uso de instrumentos o de otros indicadores de resultado para la evaluación de tratamientos de trastornos por uso de sustancias.Materiales y métodos. Se realizó una búsqueda de artículos científicos publicados entre 2005 y 2015 que abordaran el tema de instrumentos de medida de los trastornos por uso de sustancias y la efectividad de los tratamientos. Se utilizó la base de datos MEDLINE y se limitó la búsqueda a títulos, resúmenes y textos completos disponibles.Resultados. Se seleccionaron 21 estudios de validación de instrumentos, 14 de evaluación de resultados utilizando instrumentos, 5 revisiones narrativas y 2 sistemáticas.Conclusiones. Los instrumentos encontrados exploran diferentes áreas según el tipo de tratamiento y los objetivos propuestos, sin embargo no hay una prueba única que permita evaluar de manera íntegra los resultados del tratamiento debido a la complejidad del tema. Se recomienda continuar con el desarrollo y validación de instrumentos específicos para tratamientos complejos en instituciones que trabajan con modelos terapéuticos integrales.Introduction: Having tools to assess the outcomes of treatment in patients with substance use disorders is highly important.Objective: To review the last 10 years of scientific literature related to the validation and use of instruments or other performance measures in treatment evaluation.Materials and methods: A search of scientific papers, published between 2005 and 2015, addressing measurement instruments for substance use disorders and effectiveness of treatments was performed. The MEDLINE database was used and the search was limited to titles, abstracts and full texts available.Results: 21 instrument validation studies, 14 performance evaluations using instruments, 5 narrative reviews and 2 systematic reviews were selected.Conclusions: The found instruments explore different areas depending on the type of treatment and proposed objectives; however, there is not a unique test to fully assess the results of treatment due to the complexity of the topic. It is recommended to continue the development and validation of specific tools for complex treatments in institutions working with comprehensive therapeutic models

Implementación de un prototipo de pista de hielo a un chiller para comparar fiabilidad de los refrigerantes secundarios propilenglicol y cloruro de calcio

Este proyecto técnico tiene el objetivo de implementar un prototipo de pista de hielo con el fin de comparar la fiabilidad de los refrigerantes secundarios Propilenglicol y Cloruro de Calcio a diferentes concentraciones. Para el diseño de la pista se parte de un área relativa de 0,5 metros cuadrados. Teniendo esta área de transferencia de calor se encontraron las cargas frigoríficas con las diferentes concentraciones tanto de Propilenglicol como de Cloruro de Calcio. El calor crítico, base de este diseño térmico se lo obtuvo con una concentración de Cloruro de Calcio al 21 por ciento. Para el diseño del serpentín se tomó en cuenta las resistencias térmicas que intervienen en el proceso de transferencia de calor, cada una de las resistencias térmicas representan a cada capa de material con el que está construido la pista de hielo. Basado en esto se encontró la longitud óptima del serpentín para formar una capa de hielo de 1 centímetro de espesor. Así también se instalaron dos termocuplas tipo K para las lecturas de temperatura tanto a la entrada como a la salida del serpentín de la pista de hielo con el fin de obtener la diferencia de temperatura y el calor absorbido en el proceso de generación de la capa de hielo. Después de realizar las pruebas se obtuvieron los resultados para todas las concentraciones de cada uno de los refrigerantes secundarios y de los tiempos de formación de la capa de hielo, así como también la variación de temperaturas de las salmueras. Finalmente se concluyó que la concentración de Propilenglicol al 21 por ciento presenta las características apropiadas para el proceso de formación de una pista de hielo frente a las demás concentraciones.This technical project aims to implement a prototype ice rink in order to compare the reliability of secondary refrigerants. For the design of the track it is a relative area of 0.5 square meters. Having in this area of calorie transfer is the refrigeration loads with the different parts of both Propylene Glycol and Calcium Chloride. The critical heat, the basis of this thermal design, was obtained with a concentration of 21 percent calcium chloride. For the design of the coil, the thermal resistances involved in the heat transfer process were taken into account, each of the thermal resistances representing each layer of material with which the ice rink is constructed. Based on this, the optimum length of the coil was found to form an ice layer 1 centimeter thick. Two K-type thermocouples were also installed for the temperature readings both at the entrance and exit of the ice rink coil in order to obtain the difference in temperature and the heat absorbed in the process of generating the layer of ice. After carrying out the tests, the results were obtained for all the functions of each one of the refrigerants and the times of formation of the ice layer, as well as the variation of the brine temperatures. Finally, it was concluded that the concentration of propylene glycol at 21 percent presents the characteristics of the functions of the process of forming an ice rink in front of the others that is to be used. refrigeratio

Methodology for Flexible Modeling of Escalator Multibody Systems

This paper presents some particular escalator modelling features and methodologies developed to dramatically reduce time cost regarding two aspects: computation and implementation. CITEF (Railway Technologies Research Centre) has been modelling escalators for three years. During this time, several static, kinematic and dynamic escalator models have been developed and improved. In parallel, automation tools mainly intended for saving time cost have been described in a piecemeal fashion. These tools are based on the repetitiveness of the bodies, and a definition of the joints, forces and loops, and on the cyclic movement of most of the bodies involved. In addition, noise signals have been programmed from MATLAB to simulate them in SIMPACK software in order to apply robust design methods for studying and optimizing certain parameters