Intercultural Digital Marketing through COIL: Systematization of a Pedagogical Experience between Colombia and El Salvador
DOI:
https://doi.org/10.61604/typ.v25i49.594Keywords:
COIL, internationalization at home, intercultural digital marketing, consumer behavior, higher educationAbstract
This article systematizes a pedagogical experience based on Collaborative Online International Learning (COIL), developed between Fundación de Estudios Superiores Comfanorte, Colombia, and Universidad Don Bosco, El Salvador, within the project “Intercultural Digital Marketing: How Consumers Change According to the Country.” The study aimed to analyze the pedagogical contributions of a COIL experience to training in intercultural digital marketing, through the
review of evidence related to comparative analysis of digital consumer behavior and the design of culturally adapted campaigns. The research followed a qualitative approach based on systematization of a pedagogical experience, case study design, and documentary analysis. The corpus included planning documents, a project schedule, an evaluation rubric, academic products developed by student teams, final presentations, audiovisual records, and group reflections. The findings show that students identified similarities and differences between Colombian and Salvadoran consumers regarding digital
trust, price sensitivity, platform use, content preferences, and message adaptation. They also recognized challenges related to international teamwork, time coordination, cultural differences, and digital tool use. The study concludes that COIL can function as a strategy for internationalization at home and as pedagogical mediation for training students capable of interpreting culturally differentiated markets and designing contextualized digital marketing proposals within higher education contexts.
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Cronograma del Proyecto COIL. (2026). Marketing Digital Intercultural: Cómo cambia el consumidor según el país [Documento interno no publicado]. Fundación de Estudios Superiores Comfanorte y Universidad Don Bosco.
Producto académico 1. (2026). Aplicaciones móviles / delivery [Trabajo académico no publicado]. Proyecto COIL FESC–UDB.
Producto académico 2. (2026). Sector financiero [Trabajo académico no publicado]. Proyecto COIL FESC–UDB.
Producto académico 3. (2026). Telecomunicaciones / Claro [Trabajo académico no publicado]. Proyecto COIL FESC–UDB.
Producto académico 4. (2026). Entretenimiento y deporte / streaming [Trabajo académico no publicado]. Proyecto COIL FESC–UDB.
Producto académico 5. (2026). Comida rápida [Trabajo académico no publicado]. Proyecto COIL FESC–UDB.
Producto académico 6. (2026). Sector primario [Trabajo académico no publicado]. Proyecto COIL FESC–UDB.
Reflexiones grupales de cierre. (2026). Valoraciones estudiantiles sobre la experiencia COIL [Registro docente no publicado]. Proyecto COIL FESC–UDB.
Registros audiovisuales de presentaciones finales. (2026). Socializaciones y reflexiones estudiantiles del proyecto COIL [Material audiovisual no publicado]. Proyecto COIL FESC–UDB.
Proyecto Colaborativo COIL. (2026). Marketing Digital Intercultural: Cómo cambia el consumidor según el país [Documento interno no publicado]. Fundación de Estudios Superiores Comfanorte y Universidad Don Bosco.
Rúbrica de evaluación. (2026). Proyecto COIL: Marketing Digital Intercultural [Documento interno no publicado]. Fundación de Estudios Superiores Comfanorte y Universidad Don Bosco.
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