Maestría en Comunicación Estratégica
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Browsing Maestría en Comunicación Estratégica by Author "Bedoya Sandoval, Claudia Liliana"
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Item Análisis de la comunicación estratégica en el área de comunicaciones del hospital universitario del valle Evaristo García e.s.e.(Universidad Santiago de Cali, 2023-06-10) Bastidas Uzman, Andres Giovanny; Carbonell Garcia, Juan Felipe; Bedoya Sandoval, Claudia LilianaUnderstand the importance of strengthening the communication component strategic within entities belonging to the health sector such as in In this case, the Valle Evaristo García E.S.E University Hospital. to achieve Through this, contribute to the improvement of various key aspects for it, such as, for example, the quality in the provision of their services and the relationship with their audiences of interest, thus enhancing their levels of productivity, and in line with the objectives set by the organization; is, in definitively, what can be deduced from this research work, developed from the perspective of a social communicator and a marketer; candidates for master's degree in strategic communication from the graduate program belonging to the faculty of humanities and arts of the Santiago de Cali University, located in the city of Cali, Valle del Cauca - Colombia. This research, approached from a mixed approach, included the participation of 31 hospital officials, belonging to 3 key areas of the organization; hestructured in 3 different phases, during which 3 techniques were implemented which were: the interview, observation and survey. We find a first phase descriptive where all the information alluding to the communication management in the entity; a second phase of identification of communication and analysis needs of the information obtained; and a final phase, corresponding to the design of a strategic proposal that would allow the potentialization the hospital's communication processes from its communications area.Item Propuesta de la comunicación estratégica para el restaurante San Carlo en la ciudad de Santiago de Cali.(Universidad Santiago de Cali, 2023-11-03) Palomino Paz, María del Mar; Bedoya Sandoval, Claudia LilianaThis project's main objective is to propose strategic communication for the San Carlo restaurant in the city of Santiago de Cali, based on strategic models that generate added value, allowing the establishment of the brand and expanding the possible scenarios that allow high levels of competitiveness. and business development. All this is achieved through strategic communication processes that start from the needs of consumers, generating links that build loyalty and create commercial stability between the parties. Due to the above, a mixed approach investigation was proposed, which would allow incorporating the nature of the quantitative and qualitative data through interviews and surveys applied to both consumers and the administrators of the San Carlo restaurant in the City of Santiago de Cali. Among the most relevant results, it is evident that there are elements of improvement that can be implemented in relation to gastronomic communication processes based on the use and/or potentialization of social networks as the main support for the organic growth of the restaurant, impacting positively. for the company and significantly improving its business relationship with its customers.