Maestría en Comunicación Estratégica

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Propuesta de comunicación estratégica para la creación de un informativo digital en la facultad de ciencias económicas y empresariales de la Universidad Santiago de Cali.
(Universidad Santiago de Cali, 2023-06-10) Salazar Muñoz, Carlos Felipe; Mantilla Redondo, José Luis; Buitrago Parias, Sandro Javier
In a context of globalization and technological progress, digital communication has become an indispensable tool in today's society. However, the Faculty of Economic and Business Sciences of the Santiago de Cali University faces a problem regarding the timely and effective dissemination of relevant information for the university community. That is why, from this research it was possible to carry out the design and proposal of a strategic communication for the creation of a digital information for said Faculty. To achieve this, a diagnosis of the state of communications was carried out and the communication needs in the Faculty were identified. Through a mixed methodology, under the descriptive and correlational methods, interviews and surveys were applied to a sample of 130 students, directors of academic programs and employees of the Audiovisual Production Center. As a result, this research allowed establishing the strategic and tactical guidelines for the digital news, defining the objectives, the public, the dissemination platforms and the most appropriate content strategies.