Maestría en Comunicación Estratégica

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Propuesta De Comunicación Estratégica Para El Emprendimiento De Publicidad Bajo Cuerda Estudio
(Universidad Santiago de Cali, 2024) Unda, Jessica Lucía; Cerón Rosero, Emily Raquel (Tutora)
The Objective Of This Project Is To Propose Strategic Communication (SC) For The Positioning Of Bajo Cuerda Estudio (BCE) In The City Of Cali. BCE Is An Enterprise That Offers Creative Solutions To Brands With Limited Budgets, Specializing In Pre-Production Processes In Design And Advertising. Through A Diagnosis Of Current Communication Processes And The Identification Of Communication Opportunities, Specific Positioning Tactics Will Be Designed. The Methodology Employed Will Combine Qualitative And Quantitative Approaches, Including The Use Of Competitive Benchmarking. This Project Serves As A Valuable Precedent For Those Starting Their Own Ventures In The Design And Advertising Sector, Offering An Updated Reference Framework Designed To Provide Entrepreneurs And SC Students With A Set Of Tools And Strategies That Can Be Adapted And Personalized According To Their Own Needs And Circumstances.