Resumen

CARLA MANFREDI, Luciana; GONZALEZ-SANCHEZ, Juan Manuel; CASTELLANOS-ORDONEZ, Germán  y  MACIA-MEJIA, María Carmenza. University Blood Donors: A Challenge for Fundación Valle Del Lili. estud.gerenc. [online]. 2023, vol.39, n.167, pp.260-272.  Epub 30-Jun-2023. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2023.167.5618.

This teaching case presents the challenge of increasing the number of donors through a blood donation campaign carried out by university students. The underlying academic exercise was to apply marketing and advertising theory to solve a real-life problem of a real organization. The students faced the challenge of educating the university community and promoting voluntary and repetitive blood donation as commitment and social responsibility. The aim was to answer the question How to maintain the effective number of donors and ensure that they become frequent ones? This case let students use traditional marketing tools to solve social problems and highlighted the value of advertising as a tool capable of generating positive changes in the population if used properly.

Palabras clave : social marketing; blood donation; advertising campaign; marketing mix; frequent donor..

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