Synergía

Editorial

2025-05-01T00:06:30+00:00

Motivational strategies for teaching English as a second language at the University of Panama

2025-04-29T16:51:35+00:00

The study presents the opinions and academic experience of a group of English teachers from the University of Panama, related to motivation strategies and their role in learning English as a second language. The purpose of this research is to examine whether motivational strategies when teaching English have a positive impact on English language learning at a higher level, from the point of view of university professors. The methodology used is exploratory, with a quantitative approach, in which the survey is used as a data collection instrument. The population considered in this research is the English professors of the University of Panama, from where a non-probabilistic sample is taken to obtain the data. The results show that motivation strategies not only facilitate, but are also a key factor for learning English, with collaborative learning being the most commonly used strategy, followed by the use of technology; Among the challenges faced by English teachers are the deficiency of the education system at its first two levels (primary and middle), the lack of technological resources, the absence of training on this subject, among others. It is synthesized that motivation strategies facilitate and play an important role in the learning of English, which is why the motivation strategies of teachers who teach English should be reinforced through institutional training, since these trainings are not currently offered to teachers.

Graphic design, promotion and marketing in storytelling workshops for teaching-learning reading in primary groups in schools in San Miguelito

2025-04-29T18:21:21+00:00

The objective of this research project is to create the habit and analysis of reading from primary education through a participatory methodology, through Extension and Social Service Projects at the Regional University Center of San Miguelito. Taking into consideration graphic design, promotion and marketing activities. A mixed study was applied, using a participatory methodology based on an exploratory research, with a mixed approach (qualitative and quantitative), where the promotion, marketing, performance and execution of the Storytelling Workshops, and the use of teaching and learning through comprehensive reading were measured. These activities allowed students to manipulate books or illustrated story pages. The results showed that the Storytelling Workshops with the book Happy and Sad Stories and Stories to Tell, allowed an increase in the ability to analyze, invent, imagine, promoting sensitivity in the infant, character, attitudes, values ??and feelings of these students. This project was developed between the months of July and August 2024. The week after these workshops, a survey was carried out, proceeding towards a qualitative analysis of the information collected. It was concluded that teaching and learning to read is a constructivist process that helps to form qualified, competent, autonomous entities with a developed critical consciousness.

Factors influencing the health situation of the Farallon de la Pintada community for mosquito control

2025-04-29T18:40:43+00:00

Worldwide, diseases are a public health problem, especially those that are considered Communicable Diseases, due to the spread they can have in an area by the vectors that contain them. The purpose of this study is to identify and analyze the factors for the development of a plan for the reduction of breeding sites of mosquitoes that transmit Dengue in the community of Farallón de la Pintada, through a survey carried out on the inhabitants of the area, in addition to the search for information that allows real solutions to be given to the inhabitants of the area. It is a quantitative, descriptive and cross-sectional research, where the socioeconomic, geographical and environmental characteristics of the area are identified to establish strategies used in other places that can help prevent the proliferation of vectors of this disease in the area. Among the results obtained, the need to alert the population about the potential public health problem that Dengue represents is highlighted, a role that must be assumed, not only by public health entities, but also by education entities and NGOs that participate in community aid, because the segment of the vulnerable population is the one that has less purchasing income and quality of life. The strategies mentioned in the study are: informing the population and preventing the proliferation of vectors in the areas, through the dissemination of effective information (actions) that prevent insects from spreading.

Sensory marketing in digital environments

2025-04-29T19:01:33+00:00

This article aims to investigate how sensory marketing in digital environments can enrich the consumer experience and strengthen the relationship with brands. A quantitative, non-experimental and descriptive study was carried out, which included 14 marketing and advertising specialists from the Chitre district, selected through a non-probabilistic census sampling. The data were collected through a structured questionnaire with closed questions on a Likert scale and were analyzed with SPSS software, using absolute and relative frequencies to interpret the findings. A key finding shows that the highest mean (4.10) is related to the perception that digital sensory stimuli improve the value of products or services, which shows a positive consensus. On the other hand, the lowest mean (3.47) corresponds to the perception of the effectiveness of sensory elements in engagement, indicating an area for improvement. The medians of 4.00 in all questions reflect a general favorable perception towards these technologies. In conclusion, sensory marketing significantly influences the perception of value and purchase intentions. However, to improve engagement, further development in the effectiveness of these strategies is required, highlighting the need to design innovative and specific tactics for the digital environment.

Slang, a tool for teaching English in Panama

2025-04-29T19:15:34+00:00

Teaching and learning a foreign language is characterized by being complex, it does not occur in a linear or cumulative way, in which the teacher has the main role, since he or she must encourage and motivate that learning based on the way each learner learns. Slang is a strategy that is generally used in English, but is not valued by linguistics. The Panamanian system has been characterized by having a low level of knowledge of English, which is why slang can be used as a strategy to improve the teaching of English at the university level, therefore, the need arises to carry out this quantitative, non-experimental study, with an exploratory and cross-sectional approach. in which information is obtained through a documentary compilation and the application of a survey, to know the use and impact that slang has on the teaching of the English language in Panama. The outstanding results indicate that teachers affirm that they use slang as a strategy in the classroom, they also consider that it has an impact on the retention of vocabulary and grammatical phrases, since they allow the development of communicative skills, improving the confidence of the learner and exposing him to an experiential learning of English, when using vocabulary and phrases of colloquial use.

The contribution of the panamanian journalist to environmental awareness

2025-04-29T19:35:39+00:00

This study explores the contribution made by Panamanian journalists to efforts to promote environmental awareness through media campaigns aimed at conserving natural resources. This analysis adopted a mixed methodology, comprising a literature review and structured surveys. The sample consisted of 50 social communicators and students from this faculty. The findings demonstrate that uncontrolled urbanization and the exploitation of natural resources were cited as the most relevant environmental issues, according to respondents. Likewise, 76% argued that press freedom and advocacy are determining factors incentivizing environmental journalists. Furthermore, an important consideration is that journalists are aware of how digital technologies and images can mobilize the community, and that a lack of funding and pressure from political and economic authorities are impediments to fully covering these phenomena. The results of the study highlight the need to guarantee adequate working conditions, the possibility of ensuring constant professional development, and the use of new communication technologies to strengthen environmental journalism in Panama.

Integration of technology in teaching english as a foreign language

2025-04-29T19:51:11+00:00

The main objective of the study was to analyze how technological tools impact the learning of English as a foreign language in secondary school students, considering their use, familiarity, and perception of effectiveness in the development of language skills. A quantitative methodology with a non-experimental and descriptive design was used, using a non-probabilistic sample composed of 24 English teachers from the educational region of Central Panama. To collect data, a survey based on the Likert scale was applied, which measured variables such as familiarity with technological tools, their regular use, and the perception of improvements in students' communication skills. The main finding of the study showed a significant correlation between familiarity with tools such as Moodle, Blackboard, Zoom, and Teams, and their regular use in the classroom (r=0.922, p=0.000), as well as a higher correlation between this familiarity and the perception of improvement in skills such as fluency and pronunciation (r=0.963, p=0.000). Likewise, a positive correlation (r=0.934, p=0.000) was identified between the regular use of these technologies and students' communicative progress, highlighting the need for teacher training programs to maximize their effectiveness. In conclusion, the results emphasize that the integration of technological tools in English teaching has a significant positive impact on student learning, especially when teachers are trained in their effective use. The study suggests the importance of pedagogical strategies that combine technology and teacher training to improve the quality of teaching in modern educational contexts.

Parody as a platform for cultural significance

2025-04-29T20:07:51+00:00

Following the emergence of the first superhero comics in 1936, publishers like Marvel and DC Comics defined the aesthetics, powers and equipment that these special beings should have; a very influential artist in this genre was Jack Kirby, who Kevin Eastman and Peter Laird deeply admire. The year 1984 was very special, because Eastman and Laird independently through Mirage Studios, launched the first issue of the Teenage Mutant Ninja Turtles (TMNT), which began as a parody of superhero archetypes, but was successful. Then, Mark Freedman visualized the potential of this work, which led to the collaboration with Playmates toy company, as well as the development of a TV animated series with a catchy jingle, movies, video games, among many other products; TMNT became a household name in popular culture in the late 1980s and early 1990s. Despite the ups and downs that have occurred since its creation more than 40 years ago, TMNT remains relevant, because evolution is something inherent in its nature, being now recognizable characters both by young adults, children and teenagers in the new era. In this work, we analyze the right decisions and mistakes made with this property, for which we consulted more than 20 references related to the topic. In conclusion, what began as a joke mutated from the sewers to make its way into pop culture.

Inventario turístico como base para el desarrollo local del Distrito de La Chorrera, Panamá Oeste

2025-04-29T20:21:03+00:00

The objective of this research work was to elaborate a Tourism Inventory as a Basis for Local Development in the District of La Chorrera, West Panama. It is of a descriptive and exploratory type, since it allowed covering the characteristics, identifying each one of the elements and their correlation, within the socio-cultural and economic context, which is a fundamental factor for the development of tourism activities. The design is non-experimental of transversal cut, because the variables were not manipulated, only observed and represented, through the process of recording, as a technique used for the collection of information coming from the field work, where the tourist inventory forms were used for their categorization by type and subtype, allowing results that identified the main tourist sites found for the district under study, represented mainly by (21) natural sites, (6) places within the category cultural manifestations, within the folklore category (8); in the technical achievements category (2), and the scheduled events (12), which complement with secondary activities, likewise, the exposition of a high tourist potential within the area in question is concluded to be included as a tourist destination of great interest for national and foreign visitors, thanks to its quantity, quality and diversity of attractions located over the entire extension of the district territory.

Entrepreneurship in higher education institutions

2025-04-29T20:33:23+00:00

Modern universities play a leading role in the social and economic development of a country, seeking to break the traditional paradigm of knowledge generation and transmission, assuming the responsibility of actively connecting with society seeking to enhance its well-being. Entrepreneurship and innovation training in higher education institutions is relevant for professionals to respond appropriately to a dynamic and constantly changing context. The objective of this study focuses on demonstrating the importance of cross-cutting training in entrepreneurship and its strategic application to improve the quality of life of the most vulnerable sectors. The methodology was based on a descriptive design and took as an exemplary case the project of connection with society called: "Young entrepreneurs for the encounter" that was promoted by the Technical University of Babahoyo, through a process articulated between the Entrepreneurship Coordination and the Coordination of Connection with Society of the Commerce Career, whose main purpose was to promote an entrepreneurial spirit in the beneficiaries, so that they determine opportunities to improve their quality of life. The project involved several communities and organizations, and was implemented in three academic periods: April 2022 – September 2022, November 2022 – April 2023, May 2023 – September 2023, involving 222 students, 35 teachers and 1,104 beneficiaries. The results showed a positive perception of students towards entrepreneurship training, as well as a positive level of satisfaction in the beneficiary communities.

Impact of software-defined networking (SDN) on traditional network management using a simulation and learning approach

2025-04-29T20:45:02+00:00

This study analyzes the impact of Software Defined Networking (SDN) on traditional network management using a simulation and learning approach. The goal is to determine how SDN adoption can improve operational efficiency and flexibility in conventional network management. The research is structured in stages: Theoretical analysis through an exhaustive documentary review to conceptualize SDN and its impact on traditional networks. To compare performance and management between SDN networks, simulations were performed using Mininet, a network emulation tool widely used in SDN research. The research results indicate that the adoption of SDN can lead to significant improvements in operational efficiency, especially in the configuration and handling of network traffic. These results underscore SDN's ability to simplify and streamline network management processes, providing greater flexibility and control. However, several challenges were also identified, such as interoperability with existing network equipment and the need for specialized technical training for IT staff. Adopting SDN in traditional networks can provide great benefits in terms of efficiency and flexibility. The study's findings highlight the importance of careful planning and ongoing training for a successful transition to SDN in traditional networking environments. It is recommended that you consider these critical factors when planning your SDN implementation to maximize the potential benefits and minimize the associated risks. This study provides a solid foundation for future research and practices in SDN integration, both offering an overview of its advantages.

Technological innovation and its influence on the planning of social communication strategies

2025-04-29T21:04:36+00:00

The study "Management of Technological Innovation and its Influence on the Planning of Social Communication Strategies" examines how emerging technologies have changed communication strategies. In an environment where ICT is evolving rapidly, it has been noted that the expansion of online platforms and the use of social networks and artificial intelligence have changed both organizational and public interactions. This study employed a mixed approach, integrating quantitative and qualitative methods to assess communication professionals' perceptions and tangible results of technology implementation. The results indicated that new technologies make it possible to reach more people and have greater communication with the public, however, they also present challenges related to privacy and authenticity. Important barriers were detected, such as lack of training and opposition from staff, in addition to the considerable investment of resources required. The study considers that using these technologies strategically can increase the effectiveness of communication strategies, if ethical and operational challenges are correctly managed.

Analysis of the discovery system in the panamanian civil process

2025-04-29T21:13:58+00:00

In the area of civil jurisdiction, the Discovery system will be implemented, making it necessary to explore or analyze its effectiveness and impact by reviewing rules, procedures, strategies, and potential obstacles. In this regard, the Civil Procedure Code was reviewed to identify these barriers or potential drivers that the establishment of the disclosure of evidence may have. A comparative study was conducted between the Anglo-Saxon jurisdiction, maritime proceedings, and civil proceedings in Panama, examining the similarities, distinctions, and benefits of Discovery as established by Law No. 402 of 2023. Through the research, the benefits this technique can add to national civil proceedings were discovered, improving transparency and fairness in the collection of evidence. This was a mixed, descriptive, non-experimental study, which involved a survey of a group of legal professionals to assess perceptions on this matter. One of the relevant conclusions of this study was that, according to the survey, 71% of the participants believed that it is crucial to start training and updating programs so that lawyers can effectively master the Discovery system.

TikTok and the short video revolution in advertising marketing for entrepreneurs in the Aguadulce district

2025-04-30T15:26:30+00:00

TikTok has transformed the way brands and entrepreneurs connect with their audiences, giving entrepreneurs the ability to showcase their products and services in an original and genuine way through short videos, capturing users' attention in just one second. This article is about TikTok and the short video revolution in advertising marketing for entrepreneurs in the Aguadulce district. The objective of this research is to understand the impact of the TikTok platform as an advertising marketing tool on the growth and positioning of entrepreneurs in the Aguadulce district. The research used a mixed methodology with a non-experimental descriptive approach, with a group of 80 entrepreneurs to whom the survey method was applied for data collection. The findings of the study showed that entrepreneurs use TikTok as an essential tool to apply marketing tactics aimed at selling their products or services to a target audience effectively. It is observed that many entrepreneurs share content several times a week, which not only increases their presence on the platform, but also favors the development of their follower base and increased interaction with users. It can be concluded that the frequency of advertising and the application of strategic promotional content not only boost sales, but also strengthen the relationship with existing customers, promoting loyalty and commitment.

Advertising and gender: print media advertisements and the construction of the feminist movement in Panama (1920–1959)

2025-04-30T16:00:53+00:00

The analysis of newspaper advertisements from the perspective of the feminist movement in Panama between 1920 and 1959 was carried out with the aim of evaluating print advertising during a period strongly marked by the political and social currents of Panamanian feminism. A qualitative, non-experimental, exploratory and descriptive research design was employed. Through a systematic search in the Digital Newspaper Archive of the Ernesto J. Castillero National Library, 143 advertisements from national and regional newspapers were collected. Of these, 46 were selected and analyzed using the semiotic model proposed by Luis Carlos Toro Tamayo (2008), alongside a timeline that contextualizes key milestones of the feminist movement in Panama. The results reveal a slow transformation of the housewife stereotype into a vainer and more sexualized female image, with limited representation of the political and social achievements gained by women during that period.

Entrepreneurship of home gardens as a sustainable alternative to reduce the cost of the basic basket in homes in western Panama.

2025-04-30T16:19:05+00:00

This research was aimed at finding strategies that could be developed in the homes of families in rural and urban sectors of the province of Panama Oeste, in order to establish food security and nutrition to the country's families on a permanent basis and aimed to analyze the potential of home garden entrepreneurship as a sustainable alternative to reduce the cost of the basic basket in homes in Panama Oeste.

To carry out this research, the participation of the inhabitants of the communities described in the scope of this research was required: the province of Panama Oeste, districts of Arraiján, La Chorrera, Capira and San Carlos, specifically in the communities most affected by the increase in the basic basket in the townships of Puerto Caimito. El Coco, Amador, El Arado, Playa Leona, Santa Rita, Burunga, Veracruz and San Carlos.

The type of research design used was descriptive, since it covers the level of knowledge about the cost of the basic basket, the level of consumption of vegetables, and the willingness to implement home gardens in homes to improve the family economy, as established by Law No. 127 of 2020, which regulates family farming in Panama.

The results obtained from this research showed that home gardens represent a viable alternative to promote sustainable entrepreneurship in homes in Panama Oeste, allowing families to reduce the cost of the basic basket and improve their food security.

Academic practices, in the professional training of the human resources administrator

2025-04-30T16:31:10+00:00

The West Branch of the University of Panama offers a Bachelor's Degree in Human Resources Administration in the Faculty of Business Administration and Accounting, that´s the reason of this article, referring to the lack of practical hours in the curriculum of this specialty in leading technical subjects such as Wages and Salaries Administration, including the processes of Analysis, Description, Classification and Remuneration of Positions, Training and Development, Recruitment, Selection and Performance Evaluation, key for the professional training of graduates. The main objective of this research was to support, based on the different opinions from the students of the Human Resources Management career, the need to incorporate academic practices in real contexts, in specific subjects of the academic curriculum. The methodology used was mixed quantitative, descriptive, with qualitative scope with a survey applied to the students of this career, resulting in that the students surveyed indicated that the curriculum lacks academic practices as a subject, also that they should be supervised by a teacher in the specialty, as well as by the head of the company where the academic practice is performed. This study led us to conclude that students reveal a clear need to strengthen the curriculum through the inclusion of academic internships. Current practices in the classroom environment are not enough to obtain adequate competences and having successful professional performance.

Perception of users regarding water supply in the district of Las Tablas

2025-04-30T16:46:09+00:00

The perceptions of customers who purchase a product or service are highly valuable variables for suppliers, as they are a measure of whether the marketing process is being carried out correctly. The purpose of this study is to diagnose user perceptions regarding the supply of drinking water in rural areas of the Las Tablas District, Los Santos Province, Republic of Panama. To this end, a 14-item survey was developed by the authors and reviewed by other experts on the subject to ensure correct understanding by respondents. The study is descriptive with a quantitative approach. The selected sample consisted of 117 adult users, 55% female and 45% male, residing in the districts of La Tiza, Barriada San Isidro, Peña Blanca, Valle Rico, Vallerriquito, Tablas Abajo, El Muñoz, El Manantial, and Cocobola. The sampling method used was random. The results show that 59% of respondents state that their drinking water supply is of good quality, and 73% stated that the water supply is managed properly. The conclusion is that the water supply is free of impurities, and residents of the different districts studied also report a high level of satisfaction with the service.

News and algorithms: content analysis of the narratives that predominantly disseminated during the 2024 US elections

2025-04-30T17:04:18+00:00

On the global stage, certain events stand out in the news trending topics due to their proximity, the prominence of the figures involved, or their impact on public perception. This research acknowledges the influence of news corporations in shaping global narratives.

The present study used The Game of Poker as a model to determine, through content analysis, the information algorithm during the United States presidential elections held on November 5, 2024.

“An information algorithm is a set of instructions used to perform a task, solve a problem, or make a decision (Wiley & Sons,2008).

It identifies patterns in satellite news used as references by repeater networks. The research analyzes how the media prioritize information during electoral campaigns and establishes a connection between dissemination channels and electoral outcomes in a political context such as the United States.

This work provides tools for content analysis based on the methods of American researcher Bernard Berelson, the most renowned author in this field, and highlights how information processes shape public perception due to dependence on news transmission.

The main objective was to identify dominant narratives in electoral coverage. The results reveal that during the campaign, the media prioritized content related to economy, migration and security. The study demonstrates that these practices have direct implications for journalism, as they condition the visibility of information based on editorial and technological criteria.

In conclusion, the media not only inform but also actively shape the political and social environment through their algorithms and narratives.

Shooting ranges and their impact on tourism activities in Panama

2025-04-30T17:16:50+00:00

Since the transfer of the lands occupied by the Americans with the ratification of the Panama Canal treaties in 1977, thousands of hectares that were used as shooting ranges, training camps, and defense sites that have been contaminated with explosives and military ammunition have returned to our country. These places are currently protected areas that are used for tourist activities and others are absolutely reserved, where the passage to visitors is restricted. In this work, a mixed methodology was developed, since we quantified the hectares with the greatest use as shooting range areas and qualitatively analyzed which areas are currently used for tourist activities that may represent potential risks for the visitor.

In the work we used GPS georeferencing to capture data and then map the sites used as polygons and test sites. In addition, a series of interviews were developed with residents and tour operators of the areas impacted by the military activities of the Americans.

In this investigation we were able to determine that large forested and coastal areas of our country have not been decontaminated of American military equipment. Unfortunately, national authorities have not pressured the American government to clean and decontaminate many of the sites with tourist potential, to the detriment of neighboring communities with a tourist vocation.

Strengthening Communicative and Linguistic Competencies in the Journalism Curriculum at the University of Panama

2025-04-30T17:27:44+00:00

The current journalism environment is distinguished by the speed of information transmission, globalization, and advances in technology and digitalization. In this context, it is essential that the training of journalists is based on communication and linguistic skills. These skills are crucial not only to ensure accuracy and ethics in the transmission of messages, but also to interact effectively with diverse audiences in an increasingly interconnected world. However, the current curricular design of the Journalism degree at the Faculty of Social Communication of the University of Panama presents significant challenges in the incorporation of these skills. This article analyzes these limitations and proposes a curricular update that strengthens the training of future journalists. The general objective is to design a curricular update proposal to strengthen communication and linguistic skills for students of the journalism school of the Faculty of Social Communication of the University of Panama. Methodology used in the documentary - descriptive investigative study. A survey was conducted consisting of open and closed questions, addressed to a sample of 100 students in the third and fourth years of the course, 10 teachers in charge of teaching the subject of journalistic writing. In addition, interviews were conducted with businessmen and journalism graduates.

Transparency in DevOps:

2025-04-30T17:35:57+00:00

Development and Operations (DevOps) is a set of principles and practices that enhance collaboration between development and operations teams, streamlining the software development lifecycle through automation. Transparency is key in optimizing processes and fostering cooperation among teams. This transparency allows open access to information and facilitates effective communication, contributing to improved software quality and decision-making.

The objective of this document is to analyze the role of transparency in DevOps as a key factor in strengthening collaborative culture and enhancing software quality in ICT teams. This analysis is based on a documentary review using the indexing technique, which enabled the identification of various authors' perspectives on how transparency optimizes auditing, reviews, and early problem resolution.

As a result, we found different authors affirm that transparency facilitates processes across various stages of the software development lifecycle, allowing problems to be addressed in advance. However, they also highlight the need to implement metrics to access information, as failing to do so could turn transparency into a disadvantage rather than an advantage.

Formulation of a strategic tourism and sustainable development plan for the Capira district.

2025-04-30T18:12:33+00:00

The objective of this research was to formulate a Tourism plan for the district of Capira, province of Panama Oeste, examining the demographic, administrative, economic, and social characteristics to promote the activities to be carried out, according to the potential of the study environment. A methodology was established, first documentary and then descriptive, that allowed investigating the physical and geographic characteristics of the landscape, which is why a non-experimental design is attributed. Likewise, a questionnaire was applied through qualitative and quantitative research techniques, carried out with personnel working in government, institutions such as the Ministry of Agricultural Development, the Panama Tourism Authority, the Municipality of Capira, and the Panama Canal Authority. In turn, an interview was conducted with the Capira advisory Council, as wellas with the honorable representative of the Trinidad district it is conclusively stated that strategic plans are a tool that proposes guidelines to guide actions to achieve sustainable and inclusive development, in which municipal authorities and local actors participate for its proper execution, offering tourism development where everyone benefits from the activity, efficiently and equitably.

Artificial I Impact of AI on Higher Education: Benefits, Challenges, and Ethical Framework

2025-04-30T18:22:10+00:00

Artificial intelligence (AI) is transforming various sectors, including education, by changing the way knowledge is generated, validated, and transmitted. This essay analyzes the impact of AI on universities, exploring its benefits and challenges, as well as the need for an ethical framework for its responsible implementation. From an epistemological perspective, AI challenges traditional conceptions of knowledge by enabling the production of knowledge through algorithms that process large volumes of data and surpass human capabilities in speed and accuracy. In the university context, AI has the potential to improve administrative management, optimize teaching-learning processes, and transform the production of scientific knowledge. However, it also entails risks, such as the exacerbation of inequalities and technological dependence, which makes it urgent to reflect on its ethical and social implications.

The marketing audit as a tool to support the strategic management of organizations

2025-04-30T18:33:38+00:00

In marketing the audit represents a process that controls and controls all the activities carried out in the marketing area of ??a company. This work is intended to examine the role of the marketing audit as a strategic support tool to organizations. To achieve this objective, the search for documents was carried out in the Scopus database complying with the criteria that the term marketing audit (Marketing Audit) appears in the title of scientific publications, where 72 documents of different types were captured. The unit of analysis taken as a sample were 52 scientific articles. A thematic map was built using the VOSviewer program with the most cited publications for which 7 articles containing at least 10 citations or more were taken. The results present 3 work group clusters that are allowed to identify the contribution of the marketing audit to organizations. Cluster 1 highlights the marketing audit as a diagnostic tool and improvements to marketing practice, cluster 2 deals with the audit in green marketing and how the marketing audit works as a market -oriented strategy and Cluster 3 expresses as the marketing audit helps to evaluate the performance of organizations. It is concluded that the marketing audit provides contributions to marketing practices providing a guide so that what is being done in the company through management indicators can be audited