Maestría en Comunicación Estratégica

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Propuesta De Comunicación Estratégica Para La Microempresa Rony Estampados Y Bordados
(Universidad Santiago de Cali, 2024) Campo Ramírez, Angie Alejandra; González Hoyos, Paula Andrea; Velásquez López, Miguel Augusto (Tutor)
Rony Estampados Y Bordados Is A Company Located In The Center Of Cali, Currently It Does Not Have A Communication Strategy. The Company Has 15 Years Of Experience, In Which It Has Faced Various Situations, Whether Challenges Or Opportunities, By Not Having A Clear Strategic Communication, It Has Not Been Possible To Take Advantage Of These Challenges. This Research Seeks To Analyze The Current Situation Of The Microenterprise Through A Mixed Approach, In This Way A Strategic Communication Plan Will Be Implemented That Allows The Fulfillment Of Business Objectives. The Survey And The Descriptive Method Were Carried Out, Using Interviews And Surveys For The Collection Of Data That Include Both The Internal Public And The External Public, In Order To Identify Weaknesses, Strengths, Opportunities And Threats. This Proposal Presents A Detailed Analysis Of The Current Situation Of The Company, As Well As An Action Plan In Favor Of Its Objectives And The Improvement Of Corporate Scope From An Applied Strategic Communication.