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Vídeos cortos de marketing: un nuevo modelo
Get PDF[ENG] Marketing, like the film industry, is an industry that constantly evolves with the development of technology and society. Early marketing was based on the exchange of goods and focused on meeting the basic needs of consumers. With the advancement of the industrial revolution, production efficiency increased and the market gradually expanded, and the focus of marketing shifted to how to effectively distribute massproduced goods. At the beginning of the 20th century, marketing theory gradually took shape, and scientific management and consumer behavior research began to enter the field of marketing. In the mid to late 20th century, the development of mass media such as television and radio promoted the vigorous development of the advertising industry, and marketing gradually entered the era of mass communication.[1] In the 21st century, the popularity of the internet has brought about the rise of ecommerce and digital marketing, and companies have come to rely on data analysis, precision targeting and personalised services to attract consumers. Meanwhile, the rapid development of mobile internet has seen the rise of social media and short video platforms, which have had a profound impact on modern marketing methods. Short video marketing is one of the most influential forms of digital marketing in recent years. Driven by platforms such as TikTok, Kwai, Instagram and YouTube, short videos have become an important tool for brand communication and user interaction. With their short content and condensed information, short videos can quickly capture users' attention, adapting to the needs of fragmented reading and fast-paced lives.[2] The precise algorithm recommendations of short video platforms further improve the conversion rate of advertisements. The platforms can analyse users' viewing habits and interests and push personalised brand content to them. Compared with traditional longform advertisements or text marketing, short video marketing is more timely and flexible, and can reach a wider audience at a lower cost. This is especially helpful for marketing in the film industry. Compared with long reviews, short videos are more accessible and suitable for communication.[3] 2 With its efficient communication, low cost and strong interactivity, short video marketing has become an important means of modern brand communication. In the future, with the integration of emerging technologies such as virtual reality (VR) and augmented reality (AR), short video marketing will develop further to provide brands with a more immersive and personalised marketing experience. This study will adopt a combination of reality and literature methods to review relevant cases and literature on short video marketing, digital marketing, and traditional marketing. It will also analyse possible future marketing trends based on technological developments. Short videos have become a new form of marketing and the preferred solution for marketing today. Marketing will develop in the direction of being more convenient, faster, and more precise.Facultad de Ciencias de la EmpresaUniversidad Politécnica de Cartagen
3MT UPCT 2024: Evaluación de la posible afección del purín desde balsas de almacenamiento al subsuelo mediante metodologías de cuantificación y diagnóstico en el entorno del Mar Menor
No full textEl desequilibrio que el estado ecológico del Mar Menor atraviesa obliga a la adopción de diversas medidas en diferentes ámbitos y actividades para garantizar la sostenibilidad ambiental en el entorno. Es necesaria una herramienta en la prevención de la contaminación y que permita la sostenibilidad de la ganadería intensiva de porcino en el entorno del Mar Menor. La tesis plantea el empleo de los últimos avances en técnicas no-invasivas geoeléctricas 3D y 4D, en combinación con técnicas geoquímicas y sondeos mecánicos, desarrollando y evaluando así una metodología de diagnóstico y cuantificación precisa de la zona realmente afectada por purín en el subsuelo.Proyecto “Programa de actividades 2024/2025 en la UCC+i de la Universidad Politécnica de Cartagena (UPCT)", con ref. FCT-23-19287 y que cuenta con la colaboración de la Fundación Española para la Ciencia y la Tecnología - Ministerio de Ciencia e Innovación- a través de la Convocatoria para el fomento de la cultura científica, tecnológica y de la innovación 2023
Design of dual-band printed-circuit leaky-wave antena for indoor localization in Wi-Fi WLANs, using the 2.45 GHz and 5.5 GHz channels
Get PDF[SPA] El objetivo de este TFG es el diseño de una antena de onda de fuga (“leaky-wave antena”, LWA) en tecnología impresa (“half-width microstrip” HWM preferentemente, o en tecnología “substrateintegrated waveguide” SIW), que debe operar en la dos bandas ISM usadas comúnmente por las redes WLAN de tipo Wi-Fi: banda baja en 2.45 GHz y banda alta de 5.5 GHz. La antena deberá ser optimizada para presentar buena adaptación en las dos bandas, y para generar diagramas de radiación que proporcionen haces escaneados en frecuencia usando los diferentes canales disponibles en las redes Wi-Fi. La antena será usada para aplicaciones de localización interiores de dispositivos móviles conectados a redes WLAN Wi-Fi. Un primer diseño de la antena será realizado con software específico para este tipo de antenas HMW/SW LWA desarrollado por el grupo de investigación en Matlab, y validada con simulador comercial HFSS que incluirá la red de adaptación. Una parte importante de la antena será el diseño de las redes de alimentación, adaptación y filtrado, que se diseñarán con Microwave Office. La antena completa de doble banda será simulada y optimizada en HFSS. Se fabricará un prototipo de la antena diseñada, que finalmente será caracterizado electromagnéticamente en los laboratorios de la universidad. [ENG] The objective of this Final Degree Project (TFG) is the design of a leaky-wave antenna (LWA) using printed technology (preferably “half-width microstrip” HWM or “substrate-integrated waveguide” SIW technology). The antenna must operate in the two ISM bands commonly used by WLANWi-Fi networks: the lower band at 2.45 GHz and the upper band at 5.5 GHz. The antenna should be optimized to achieve good impedance matching in both bands and to generate radiation patterns that provide frequency-scanned beams using the different channels available in Wi-Fi networks. The antenna will be used for indoor localization applications of mobile devices connected to WLANWi-Fi networks. An initial design of the antenna will be carried out using specific software for HMW/SIW LWA antennas developed by the research group in Matlab and will be validated with the commercial simulator HFSS, including the matching network. An essential part of the antenna will be the design of the feeding, matching, and filtering networks, which will be developed using Microwave Office. The complete dual-band antenna will be simulated and optimized in HFSS. A prototype of the designed antenna will be fabricated and electromagnetically characterized in the university laboratories.Escuela Técnica Superior de Ingeniería de TelecomunicaciónUniversidad Politécnica de Cartagen
Multilingualism or Bilingualism: Language Policy of Bulgarian Armed Forces
Get PDFMilitary language policy encompasses language planning, education, training management, and legislation, aimed to define the status and role of various foreign languages. The language policy of the Bulgarian Armed Forces involves the organization, methodology, and certification procedures for foreign languages, informed by both state official language policy and country's commitments to international organizations. This research explores, from a sociolinguistic perspective, how the bilingualism policy of the North Atlantic Treaty Organization (NATO) and the multilingualism policies of the European Union (EU) and the United Nations (UN) are implemented within the Bulgarian military. A comparative case study methodology is employed to analyze the influence of Bulgaria’s historical context on its military language policy, as well as the frameworks governing foreign language training, certification, and usage. The findings highlight the centrality of English proficiency for interoperability in multinational military operations, alongside the emphasis on standardizing military terminology. However, the strong focus on English proficiency as part of institutional bilingualism has resulted in a shortage of proficiency in other foreign languages, creating a significant gap in multilingual capabilities and limiting Bulgaria’s alignment with EU multilingualism standards. By reviewing best practices from other NATO members, the study offers recommendations for supporting strategic foreign languages, modernizing training methods, and establishing a more flexible system for recognizing language certifications to strengthen Bulgaria's military language policy.European University of Technology (EUt+
Study on the integration of gender perspective in occupational risk prevention through equality plans
Get PDF[SPA] La experiencia en ámbitos técnicos e industriales, caracterizados por una fuerte presencia masculina, permite apreciar que la prevención de riesgos laborales suele tratarse de forma general. Esta práctica común no siempre incorpora las necesidades o particularidades específicas de las mujeres empleadas en ellos. Esta observación, unida al interés por la prevención de riesgos laborales, ha llevado a profundizar en el estudio de la integración de la perspectiva de género en este campo. La elección de este tema para este trabajo fin de máster se fundamenta en la convicción de que una prevención de riesgos laborales efectiva debe ser inclusiva y considerar las diferencias entre hombres y mujeres. [ENG] Experience in technical and industrial fields, characterized by a strong male presence, reveals that occupational risk prevention is usually addressed in a general manner. This common practice does not always take into account the specific needs or particularities of women employed in these sectors. This observation, together with an interest in occupational risk prevention, has led to a deeper study of the integration of a gender perspective in this field. The choice of this topic for this master's thesis is based on the conviction that effective occupational risk prevention must be inclusive and take into account the differences between men and women.Facultad de Ciencias de la EmpresaUniversidad Politécnica de Cartagen
TR//NS28. Edificio de 15 viviendas sociales en Monte Sacro
Get PDFEl proyecto surge como continuación de una doble línea de investigación desarrollada por el autor en el Grado en Fundamentos. Este documento supone la aplicación práctica de esta en el formato de trabajo principal desarrollado en la profesión de Arquitecto, es decir, el Proyecto de Edificación. Se trata de resolver un un programa que, además de facilitar un entendimiento conjunto de todos los aspectos que intervienen en la elaboración del proyecto de ejecución, nos permita reflexionar sobre un tema que nos atañe directamente y es cómo la vivienda puede responder a los retos sociales y medioambientales contemporáneos y, al mismo tiempo, reconocer la identidad del lugar en el que se localiza para convertirse en una pieza integradora e integrada en el entorno. La contribución del proyecto residencial a la definición de nuestras ciudades es crucial y en consecuencia proponemos un ejercicio con claras y específicas implicaciones urbanas en las que son cuestiones básicas la relación del edificio con un espacio público en pleno proceso de regeneración.
Partiendo del programa propuesto por el enunciado y del estudio de las posibles necesidades de sus hipotéticos usuarios, se empieza a desarrollar el proyecto primando 2 objetivos principales: La inclusión del espacio exterior en el edificio, experimentando con sus posibilidades en cada uno de los ambientes creados. Se le da una especial importancia a este aspecto del proyecto atendiendo al componente geográfico; no solo por el clima del sureste español, sino también por la importancia que tradicionalmente tienen en la vivienda murciana espacios como patios, terrazas y balcones. El desarrollo del espacio común. Se interpreta el programa de “vivienda colectiva” como un edificio en el que el espacio vividero es continuo, extendiéndose más allá de la vivienda. Esta consideración se lleva al proyecto mediante el tratamiento de cada ámbito del espacio común como estancias propias de la vivienda.Escuela Técnica Superior de Arquitectura y EdificaciónUniversidad Politécnica de Cartagen
Deficit irrigation and biostimulation preconditioning to improve drought resistance in melon
Get PDFThe need to increase crop water productivity under low water availability conditions, leads not only to the use of technology for real-time soil water monitoring, but also to test the response of certain products, such as algae-based biostimulants, on the agronomy and physiology response of the plants. The aim of this study was to assess the effect of different sustainable strategies to maximize water productivity on melon plants, by moni-
toring the soil water status using sensors, reduce water inputs in a non-critical period of the melon growth and by preconditioning plants to cope with water stress by the application of a commercial biostimulant based on Ascophyllum nodosum extract, Seamac Rhizo®. With special emphasis on understanding the physiological response that these plants develop to respond to water stress. Four treatments were evaluated: (i) a farmer treatment, irrigated at 100 % ETc, (ii) a precision irrigation (PI) treatment, irrigated with a threshold of 20 % soil water depletion in the active root uptake zone, between flowering and ripening, otherwise irrigated as FARM; (iii) an irrigation suppression (IS) treatment, irrigated as PI for the most of the cycle, except between 42 and 55 days after transplant (swelling of the first fruits), when irrigation was totally suppressed; (iv) a biostimulated
irrigation suppression treatment (ISb), irrigated as IS with two applications of biostimulant during vegetative development. Our results indicate that under the severe water deficit applied, melon plants did not reduce their marketable yield with respect to the PI treatment due to leaf osmotic adjustment. Moreover, biostimulated plants (ISb) exhibited an enhanced water root absorption, which enabled them to increase their yield by a 44 %
compared to IS treatment. This fact increased the irrigation water productivity by 53 % and 44 % with respect to the PI and IS treatments, respectively. Furthermore, harvested fruits from the biostimulated treatment showed a higher concentration of phenolics compounds compared to PI. Therefore, the incorporation of plant bio-stimulation is proposed as a sustainable strategy to increase water productivity and enhance functional fruit quality.This work is a result of the AGROALNEXT programme and was supported by MCIN with funding from European Union NextGener-ationEU (PRTR-C17.I1) and by Fundación Séneca with funding from Comunidad Autónoma Región de Murcia (CARM). Funding has also been received from the FMC Agricultural Sciences chair of the UPCT, anagreement between FMC Agricultural Solutions and UPCT, and from the Irrigation Community of Campo de Cartagena
Use of BIM methodology for the design process of a bridge with U-shaped girder deck using Revit and Sofistik bridge modeler
Get PDF[SPA] La incorporación de la metodología BIM en proyectos de infraestructura lineal, especialmente en puentes, se ha vuelto una práctica cada vez más demandada en la industria de la construcción. Esta tecnología ha revolucionado los procesos de diseño, construcción y gestión de proyectos, ofreciendo una plataforma colaborativa que permite una mayor eficiencia y precisión. El presente Trabajo Fin de Máster (TFM) se centra en la aplicación práctica de BIM en el diseño y construcción de un puente de vigas artesa de hormigón pretensado, ubicado en la Rambla del Ladrillar, Cartagena. Para ello, se emplearon herramientas BIM como Revit, el plug-in Bridge Modeler de Sofistik 2024 y Arquímedes. El estudio detalla los pasos y métodos utilizados para modelar en 3D la estructura del puente, generando planos detallados y realizando estimaciones de costos de manera precisa. Se destaca la versatilidad del software Arquímedes de CYPE para la integración de la quinta dimensión (BIM 5D), permitiendo una gestión eficiente de los costos y tiempos del proyecto. Los resultados obtenidos demuestran el potencial de BIM para optimizar los procesos constructivos, reducir errores y mejorar la calidad de las entregas. Sin embargo, se identificaron algunas limitaciones relacionadas con la complejidad de los modelos y la necesidad de una formación especializada en el uso de las herramientas BIM. En conclusión, este TFM evidencia la importancia de la metodología BIM en el diseño y construcción de puentes, resaltando su capacidad para mejorar la eficiencia, la colaboración y la toma de decisiones a lo largo de todo el ciclo de vida de la infraestructura. [ENG] The incorporation of BIM methodology in linear infrastructure projects, especially bridges, has become an increasingly demanded practice in the construction industry. This technology has revolutionized the design, construction, and project management processes, offering a collaborative platform that enables greater efficiency and accuracy. This Master's Thesis focuses on the practical application of BIM in the design and construction of a pre-stressed concrete box girder bridge located at Rambla del Ladrillar, Cartagena. BIM tools such as Revit, the Sofistik 2024 Bridge Modeler plug-in, and Arquímedes were used for this purpose. The study details the steps and methods used to 3D model the bridge structure, generate detailed plans, and perform accurate cost estimations. The versatility of CYPE's Arquímedes software for the integration of the fifth dimension (BIM 5D) is highlighted, allowing for efficient management of project costs and timelines. The results obtained demonstrate the potential of BIM to optimize construction processes, reduce errors, and improve the quality of deliveries. However, some limitations were identified related to the complexity of the models and the need for specialized training in the use of BIM tools. In conclusion, this Master's Thesis highlights the importance of BIM methodology in the design and construction of bridges, emphasizing its ability to improve efficiency, collaboration, and decision-making throughout the entire life cycle of the infrastructure.Escuela Técnica Superior de Ingeniería de Caminos, Canales y Puertos y de Ingeniería de MinasUniversidad Politécnica de Cartagen
The Effect of Gaming Influencers on the Behavior of Their Followers
Get PDFEl objetivo de este trabajo es analizar el impacto que ejercen los gaming influencers sobre el comportamiento de su audiencia. Para ello, se estudiará como han evolucionado las estrategias de marketing de influencers en el sector del entretenimiento digital, el crecimiento del Gaming dentro de este sector y las características que definen a este tipo de creadores. También se hará énfasis en el papel fundamental que tiene la comunidad en el éxito de estos creadores. En cuanto a la estructura del trabajo, primero se presentará un marco teórico que contextualiza la evolución del marketing de influencers en el sector del entretenimiento, así como el impacto del gaming en este proceso. También se definirá que es un gaming influencer y que la diferencia de otros creadores de contenido.Facultad de Ciencias de la EmpresaUniversidad Politécnica de Cartagen
Stakeholders’ Preferences for Sustainable Agricultural Practices in Mediterranean Cereal Cropping Systems
Get PDFThis study assesses local stakeholders’ perceptions regarding how a Mediterranean cereal-based cropping system could transition to a more sustainable production, focusing on the identification of the most suitable alternatives for their diversification. Fifty-four stakeholders from the Aragon region in Spain, including farmers, technical advisors, public agricultural officers, local researchers, and experts from environmental NGOs, were consulted. Their responses were analysed using multi-criteria decision-making techniques to order their preferences for different farming practices and diversification strategies. Stakeholders’ responses suggest a priority for balancing soil conservation with the economic viability and continuity of farms. This is evident not only in its consideration as a priority objective but also in their preferences for farming practices, where their implications for farm profitability, especially through the choice of less costly alternatives, are a main concern. This economic rationale also influences their choice of crop diversification alternatives, with a preference for short (two-year) rotations in rainfed cereals and double cropping in irrigated cereals, showing a consideration of the balance between environmental and economic sustainability, and for diversification crops that farmers are already familiar with, aiming both to reduce the uncertainties linked to new crops and to minimise the need for technical support.This research was funded by the European Commission (grant agreement 728003)