Maestría en Comunicación Estratégica

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Propuesta de comunicación estratégica interna para Ospina y asociados S. A. S. Cali
(Universidad Santiago de Cali, 2023-12-02) Ceballos Villegas, María Eugenia; Home Morales, Natalia; Cruz Pérez, Yenny Viviana
This document presents the results of an internal strategic communication proposal for the company Ospina y Asociados S. A. S. in Cali, Colombia. It provides tools that optimize the performance of its internal processes and achieves its objectives. The specific objectives focus on identifying the levels, flows, and communication channels managed within the company and determines the types of information and communication technologies appropriate for this organization. It also characterizes the organizational environment and culture and establishes a set of strategies that help improve communication between different processes. The methodology has a mixed approach: quantitative and qualitative. The type of research is descriptive. For this purpose, a diagnosis of the current state of communication in the company was carried out and based on the results obtained a proposal was made that is configured as the central axis of this postgraduate research project.