Browsing by Author "Cruz, Carlos Andrés"
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Item Diseño de una estrategia de comunicación digital en Facebook, para mejorar el posicionamiento de la revista caleña de salud avances, año 2021(Universidad Santiago de Cali, 2021-12-07) Cortés Benítez, Pedro Luis; Cruz, Carlos AndrésThe objective of this work was to design a communication strategy to help the positioning of the Avances Magazine in the year 2021; for this, a mixed type research is considered, that is, qualitative-quantitative, since this way information can be obtained from different perspectives, covering not only subjectivity but also the objectivity offered by the numerical and percentage values of different variables stipulated here. In order to make a diagnosis and propose strategies, different tools were used to collect data, such as the interview with the participation of the current director of the Revista Avances, the survey of 71 surgical instrumentation professionals who were followers of the magazine, and the observation of the different dissemination tools. The most important findings present a public following between 2 and 27 years of age, from strata 3 and 4 (67.6%), with undergraduate as the highest educational level (70.4%), workers in private companies with care positions (45.1%), who live in Cali city. These professionals follow the magazine mainly on Facebook (50.7%) and Instagram (46.5%). The communication strategy focused on changes in form and background to the tools already used, considering minimalist designs, colors related to the health sector such as white and blue, and less saturated pages of information that can be accessed. access through links. Today the website and the social pages where it is advertised have a more professional character and invite the professional in the surgical instrumentation sector to search for content.Item Estrategia de marketing digital para productos Ceralia S.A.S(Universidad Santiago de Cali, 2020) Pasquel Pasquel, Diana Carolina; Álvarez Zamorano, Andrés Mauricio; Quijano Mosquera, Viviana; Cruz, Carlos AndrésThis project proposes a digital marketing strategy for the company Products Ceralia SAS, established in 2005 in the city of Santiago de Cali, providing a detailed analysis of the brand's situational status in the digital environment, developing a strategic proposal for digital communication. In social networks, based on the interpretation of the data obtained with the previous study of the opportunities, we identify the use of effective communication of the brand in a strategic way where it is proposed to create primarily digital community with the aim of achieving scale positioning of brand where the result will generate customer confidence towards the brand.Item Estrategia de posicionamiento en la red social Facebook para la Secretaría de cultura Valle del Cauca(Universidad Santiago de Cali, 2020) Muñoz Reina, Juan Diego; Portocarrero Mayo, Jhon Alexander; Soto González, Carlos Enrique; Cruz, Carlos AndrésSocial networks became a source of communication of vital importance in the world, if we take into account that with the number of registered users, an image, a message or a brand can be quickly spread, becoming a very powerful Marketing tool. used in the past. Although the Secretary of Culture of Valle del Cauca has focused on advertising through traditional media with a constant and varied work on social networks, the effects have been unsatisfactory for the entity in charge of Culture and Art in the departamento. That is why this undergraduate project proposes a Positioning Strategy on the Facebook Social Network with the purpose of generating a greater impact from the cultural initiatives that take place in Valle del Cauca municipalities and the objectives of the Secretary of Culture of Valle del Cauca.Item Periodismo universitario en el siglo XXI - Herramientas tic para futuros periodistas digitales(Universidad Santiago de cali, 2018) Cruz, Carlos AndrésAhora, cuando al periodismo se le demandan nuevas miradas sobre el futuro de Colombia, los periodistas universitarios, es decir quienes ejercen el oficio en el camino hacia la obtención del título profesional, deberán aprender a cultivar el arte de la criticidad y la reflexión, para que sus notas de prensa no sean el eco de las fuentes de poder, sino el producto de un ejercicio intelectual, responsable, meditado y reflexivo en procura de un cambio social positivo.Item Posicionar a sabands agency en el mercado publicitario de la ciudad Santiago de Cali en la red social instagram(Universidad Santiago de Cali, 2021) Acosta Bernal, Andrés David; Rincón Londoño, Andrés Mauricio; Cruz, Carlos AndrésItem Propuesta de comunicación estratégica para el centro de desarrollo tecnológico para la transformación digital y la industria 4.0 en Santiago de Cali(Universidad Santiago de Cali, 2023-12-02) Dorado Escobar, Miguel Andrés; Cruz, Carlos AndrésThis research shows the results of the analysis of the strategic communication processes that are carried out in the Technological Development Centre for Digital Transformation and Industry 4.0, a space designed to enhance the technology industry of Valle del Cauca and its surroundings, provides the public with laboratories equipped with the latest technology, training, advice with specialised staff, seeking to leverage the economy of the region. The findings of this work resulted in the structuring of the strategic communication plan of the Centre, thus seeking to generate better results in terms of the dissemination of the activities developed internally and externally by the organization.Item “Propuesta de creación de un perfil en Instagram para el negocio de comidas rápidas orejas Burger de guacarí para dar a conocer sus productos”(Universidad Santiago de Cali, 2020) Montenegro Jiménez, Jhon Edward; Benavides Cadena, Mairon Alejandro; Cruz, Carlos AndrésThis project is the proposal of a communication strategy for the social network Instagram that helps creating awareness of the products offered by the fast food business Orejas Burger of the municipality of Guacarí, Valle del Cauca. In order to achieve this, this document has different sections that give account of the local and national context in which the business operates. Also, it has the theoretical bases that justify the development of this project, especially In social networks. The most important characteristics of Orejas Burger were also outlined so that the reader understands the way the business works and the problem identified that supports the execution of the project. The problem found consists, mainly, in the non-existent presence of this fast food business on the internet, understanding that now the social networks are a fundamental part of growth within the market. The research has a general objective and three specific objectives. The general objective pursues the creation of an Instagram profile to advertise the Orejas Burger products and the specific ones have the purpose of making a SWOT analysis, a communication proposal for that profile and a logo for the business. In the final section, this document presents the conclusions of the entire research process.