Borja Galeas, Carlos
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Preferred name
Borja Galeas, Carlos
Main Affiliation
Quito
Email
carlosborja@uti.edu.ec
ORCID
Scopus Author ID
57210795137

Research Output
Now showing 1 - 2 of 2
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Publication

Digital Catalogs and Digital Marketing Strategies for Product Promotion in the Popular and Solidarity Economy: A Community Engagement Experience

2026 , Borja Galeas, Carlos , Arias Flores, Hugo Patricio , Sánchez Montero, Ivanna Karina

This article analyzes the development of digital catalogs as a strategic marketing tool for promoting products within the popular and solidarity economy (EPS), as part of a community engagement project carried out by sixth-semester students from the Digital Marketing program at Universidad Indoamérica. The students, who had already gained experience in web development, worked on creating interactive digital catalogs for 12 local businesses from the province of Pichincha, whose products were already equipped with labels and packaging ready for commercialization. In addition to designing the catalogs, digital marketing elements such as visual content optimization and linking the catalogs to e-commerce platforms and social media were integrated. The results show that the use of digital catalogs not only facilitated the professional presentation of the products but also enhanced consumer interaction and expanded the reach of these businesses in the digital marketplace. This study demonstrates how the collaboration between academia and community can strengthen small businesses, fostering their growth in digital environments. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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Development of Websites as an Academic Integrative Project to Strengthen Businesses in the Popular and Solidarity Economy

2026 , Borja Galeas, Carlos , Arias Flores, Hugo Patricio , Sánchez Montero, Ivanna Karina

This article explores the development of websites as an academic integrative project aimed at strengthening businesses within the popular and solidarity economy (EPS) in the province of Pichincha, Ecuador. Fifth-semester students from the Digital Marketing program at Universidad Indoamérica, as part of their integrative project, worked on creating customized websites for 12 local businesses that already had marketable products, including labels, packaging, and other presentation tools. Using the WordPress platform, the students developed websites tailored to the specific needs of each business, with the goal of improving their digital presence, facilitating access to broader markets, and increasing the competitiveness of their products and services. In addition to the technical development, graphic design elements such as professional product photography and promotional videos were integrated, along with digital marketing strategies that included search engine optimization and social media integration. The results indicate that the creation of these customized websites significantly increased the online visibility of the businesses and enhanced consumer perception of professionalism and trust. This study highlights the importance of applied academic projects as tools for community engagement and local economic development in vulnerable sectors. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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