Maestría en Comunicación Estratégica
Permanent URI for this collection
Browse
Browsing Maestría en Comunicación Estratégica by Issue Date
Now showing 1 - 20 of 29
Results Per Page
Sort Options
Item Fortalecimiento de la comunicación estratégica externa en Broofit Functional training(Universidad Santiago de Cali, 2021-12-06) Gómez Castañeda, Daniela; Gerena Ocampo, Valentina; Estrada Gómez, Margarita MaríaThis work has as its object of study: Strengthen the external communication processes of BROOFIT Functional Training, through a strategic communication plan. To achieve this, it was carried out through the use of in-depth interviews with the owners, collaborators and a specific group of users, a diagnosis that allowed to evidence internal and external communication needs that exist in the center, focusing on the latter. Through the analysis of the results obtained, it was possible to strategically analyze the strengths, weaknesses, opportunities and threats that affect the center, potential stakeholders to offer the services were identified and strategies, tactics and actions were designed to provide continuous improvement in all communication processes with their external audiences. The proposed strategy to strengthen the external communication of BROOFIT Functional Training, is the elaboration of a Digital Marketing plan composed of four tactics: website, email marketing, WhatsApp Business and the restructuring of the organization's social networks.Item Comunicación Estratégica Para El Emprendimiento Digital Moolén Swimwear(Universidad Santiago de Cali, 2021-12-06) Carvajal Urrutia, Karol ValeriaThis research is a contribution to the growth of the Moolen Swimmwear venture that takes place in the city of Cali. The work consists of two phases; the first is the diagnosis of current communication and the media used; and the second, is the design of the communication plan to improve the direction of communication and the way in which messages are addressed. The purpose of this research project is to develop a strategic communication plan that strengthens the weaknesses found in the Moolen Swimwear.Item Análisis del plan de comunicación estratégica implementado por la mipyme de dispositivos tecnológicos “Areich” de la ciudad de Cali entre el año 2020 al 2021(Universidad Santiago de Cali, 2021-12-06) Paz Vidal, Jennifer Adriana; Cuellas Arenas, JhoinerThe project proposes an analysis of the strategic communication plan implemented by the technological devices MSME AREICH in the city of Cali between 2020 and 2021. To achieve the aforementioned goal, three specific objectives are developed, which are divided into three phases. In the first phase, the objective of recognizing the strategic communication plan of the AREICH MSMEs for the year 2020-2021 is fulfilled. In the second phase, the objective is to describe the strategies, tactics and actions proposed and developed by AREICH between 2020 and 2021. In the third and last phase, an analysis of the results obtained is made, contrasting the previous state of the implementation of the strategic communication plan in the AREICH MSME. The development of this result demonstrates to the MSMEs the importance of implementing strategic communication in order to meet their organizational objectives.Item Plan estratégico de comunicación para fortalecer el posicionamiento de la fundación cultural salsa y control(Universidad Santiago de Cali, 2021-12-06) Restrepo Noguera, Kelly TatianaThis work is the result of an investigative process, which was carried out in order to implement objectives that contribute to the timely development of strategic communication in the Salsa y Control Cultural Foundation. In the first instance, an approach was made with the entity, this in order to know a little more in depth what happens with respect to communication, thus allowing the formulation of objectives that would be the main basis for the development of the work. As a second instance, it was important to carry out an exhaustive analysis of different concepts, authors and works related to the creation of a communication plan, in order to correctly develop the methodology and application of the instruments. With respect to the above, instruments such as the interview and the focus group were applied, where the perception of users and officials about how the communication processes occur in the Salsa y Control Cultural Foundation was known, to proceed to establish the needs and improvement actions in these processes. During the last stage of the research, the results obtained with the application of the instruments were analyzed, which were the starting basis for the construction of the strategic communication plan whose purpose is to position and improve the communication processes and relationships with users of the the Foundation. Finally, having established the strategies and means that must be carried out, the conclusions and recommendations are presented, all in order to seek a better positioning of the Foundation in digital environments and in the municipality.Item Propuesta de mejoramiento para la comunicación estratégica de la Institución Educativa San Vicente de Buga(Universidad Santiago de Cali, 2021-12-07) Rodríguez Ortiz, María CamilaThis degree work, has proposal objetive a strategic communication plan of improvement for the strategic communication in the Educational Institute San Vicente of Guadalajara de Buga, so that the information circulates for up, down and within in the organization structure, arrive in an organized and coherent manner in order to avoid wrong interpretations, feelings of frustation and conflicts for yours employees. In order to achieve this goal, it was used as a methodology mixed approach, when incluyed as a part quantitative and qualitative, that is tos ay, a survey and focus group. All for was done, taking into account that was necessary to count with numerical results and the observation to collect non numerical data, in order to give a details description of the results. Thanks to the results obtained in the survey and focus group, that was direct to the Institute personal, it was detecte that there are flaws in communication in the some cases when the employees want to convey something to the Rector, this information arrives wrong and distorted. It was necessary to implement to strategic communication plan for that it helps to direct the communnicatio and reach your final destiny, in an effective and timely manner and also, that helps a good relations between yours employees and in the same time, build up yours communication channels.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 Desarrollo de la comunicación estratégica para la organización Soy Pentecostal(Universidad Santiago de Cali, 2021-12-07) Arboleda Muñoz, Daniel; Villegas, Andrés FelipeThe next project arises because it was found that in a Christian organization there isn't developed strategic communication, therefore, the answer to this problem is given through the analysis of information collected with its collaborators, clients and followers of the organization. Taking into account the above, it's significant to know the entire process that must be followed to develop strategic communication in the organization to be studied, thinking about the importance of having this communication and strategic instrument to achieve corporate objectives. Concepts such as communication, organizational communication, strategic communication, strategic communication management will be addressed; to have a base of the operation and implementation of this field in an organization and understand the necessary aspects to achieve corporate communication success. In the results, it's evident that the media that use Soy Pentecostal are social networks, in which the vast majority publish the same content and only the modification in the description and format arises based on the demands of each platform. It is noteworthy that, among all communication channels, the organization has approximately 220,000 followers. Subsequently, a communication diagnosis is made through the DOFA matrix, which is important to know the weaknesses, opportunities, strengths and threats that the organization has; in this case, although Soy Pentecostal has a history of more than six years that has given it high recognition in social networks, it's diagnosed that the organization doesn't have a defined strategic communication and everything has been approached empirically. Consecutively, based on theories, a proposal is presented through a strategic plan that allows the future development of effective communication for this organization and its different interests; in order to improve: the corporate image, the message it shares and the reputation of the organization. Finally, it's found that there is a gap in strategic communication in the organization and it is concluded that it is important to implement the proposal developed for the improvement of the corporate image and the presence of the brand in social networks. In addition, some recommendations are given on how strategic plans can be continued to be implemented to improve relations with other stakeholders that the organization has.Item El personal branding como herramienta para el posicionamiento de la marca personal Adriana cruz historias en su canal de Instagram en el año 2022(Universidad Santiago de Cali, 2021-12-07) Palacios Ramírez, Eduardo; Palacios Ramírez, EduardoThe project started from Adriana Cruz's need to strengthen her personal brand and assertively transmit her communication to the consumers of her services and product. For this reason, it is proposed from the strategic communication's area from the digital field, to contribute to the positioning of her personal brand called Adriana Cruz Stories, through personal branding on her Instagram channel. Developing diagnostic actions of the communication and identification of the brand's consumers, which contributes to generate tactics that contribute to achieving the objectives of her company.Item Análisis del plan de comunicación estratégica en la campaña política de Juan Carlos López Castrillón, candidato a la alcaldía de Popayán para el periodo 2020 -2023.(Universidad Santiago de Cali, 2022-09-16) Montenegro Muñoz, Claudia Patricia; Toro Cabrera, Fredy Alfonso; Ardila Behar, Ana CarolinaThe main objective of this study is to analyze the Communication Strategy Plan implemented by Juan Carlos López Castrillón, candidate for City Mayor of Popayan 2020-2023. We focused on the implementation of the campaign's Communication Strategy Plan, which was discovered in detail through interviews to the campaign officials in charge of communications, as well as research of the media outlets used to advertise the campaign. The format of semi-structured interviews was key to achieve results, due to its flexibility which allowed us to obtain important information about the elector as principal player in the democratic process. This is an investigative effort to highlight what Political Branding entitles as well as the importance of Strategic Communication to current regional affairs.Item Análisis de la comunicación estratégica en el área de comunicaciones del hospital universitario del valle Evaristo García e.s.e.(Universidad Santiago de Cali, 2023-06-10) Bastidas Uzman, Andres Giovanny; Carbonell Garcia, Juan Felipe; Bedoya Sandoval, Claudia LilianaUnderstand the importance of strengthening the communication component strategic within entities belonging to the health sector such as in In this case, the Valle Evaristo García E.S.E University Hospital. to achieve Through this, contribute to the improvement of various key aspects for it, such as, for example, the quality in the provision of their services and the relationship with their audiences of interest, thus enhancing their levels of productivity, and in line with the objectives set by the organization; is, in definitively, what can be deduced from this research work, developed from the perspective of a social communicator and a marketer; candidates for master's degree in strategic communication from the graduate program belonging to the faculty of humanities and arts of the Santiago de Cali University, located in the city of Cali, Valle del Cauca - Colombia. This research, approached from a mixed approach, included the participation of 31 hospital officials, belonging to 3 key areas of the organization; hestructured in 3 different phases, during which 3 techniques were implemented which were: the interview, observation and survey. We find a first phase descriptive where all the information alluding to the communication management in the entity; a second phase of identification of communication and analysis needs of the information obtained; and a final phase, corresponding to the design of a strategic proposal that would allow the potentialization the hospital's communication processes from its communications area.Item Propuesta de comunicación estratégica para el cliente interno en los servicios de alimentación de la compañía compass group(Universidad Santiago de Cali, 2023-06-10) Angarita Navarro, Claudia Marcela; Arias Giraldo, Mario Andres; Ardila Behar, CarolinaCompass Group is a multi-site company dedicated to providing food services within companies, hospitals, schools and remote sites; the effectiveness of communication for the Compass food service company becomes a challenge considering that its employees are dispersed and messages must be concrete and understood at all levels. Internal communication is the best tool to focus communication efforts in organizations towards the achievement of better results. Based on this, this qualitative research seeks to propose a strategic communication tool for the internal customer in Compass Group company food services through a diagnosis of the current communication situation and the relevant aspects that concern the internal client. The results showed that internal communication within the company is not being effective since communication strategies must be established that allow communication to be generated in a segmented manner and directed at each person, taking their role into account; in the same way should be established tools that allow access to information to all people, taking into account the availability of means within the company and operations. From this it can be concluded that the communication protocol will be very useful given the dispersion of operations, the need and scope of tools, educational level and each of the positions, feedback and follow-up on the scope of the information.Item Plan estratégico de comunicación para el proceso de mercadeo y comunicaciones del hospital departamental psiquiátrico Universitario del Valle E.S.E(Universidad Santiago de Cali, 2023-06-10) Astudillo Ceballos, Luis Jorge; Cabuyales Medina, Luz Ángela; Meneses, LorenaItem Comunicación estratégica para el CEA - escuela de conducción Sevilla(Universidad Santiago de Cali, 2023-06-10) Acosta Quiceno, Óscar Evelio; Cortés Valencia, NicolásItem Propuesta de comunicación estratégica para el consultorio C&C centro de especialistas(Universidad Santiago de Cali, 2023-06-10) Álvarez Martínez, Cindy Del Carmen; Martínez Fuentes, Claudia Marina; Muñoz Joven, Luis ArmandoThis research work presents the results of a proposal elaborated under the strategic communication for the Consultorio C&C Centro de Especialistas located in the Farallones Clinic in Cali, which provides private consultation services and in agreement with health policies in the specialties of Nutrition and Dietetics, Internal Medicine and Pediatrics. Within the process of creation of the proposal, a diagnosis of the current state of the communication process of the clinic was made, identifying as essential the absence of media tactics or tools that allow the consolidation of the institutional image of the company before the different groups of interest. For this reason, a series of activities aimed at the creation of the corporate image, the development of advertising pieces and the establishment of a schedule for publications focused on educommunication are suggested, offering as an added value the inclusive care for deaf patients and contributing to the generation of a culture of digital knowledge and media literacy.Item 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 JavierIn 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.Item Propuesta de la comunicación estratégica para el restaurante San Carlo en la ciudad de Santiago de Cali.(Universidad Santiago de Cali, 2023-11-03) Palomino Paz, María del Mar; Bedoya Sandoval, Claudia LilianaThis project's main objective is to propose strategic communication for the San Carlo restaurant in the city of Santiago de Cali, based on strategic models that generate added value, allowing the establishment of the brand and expanding the possible scenarios that allow high levels of competitiveness. and business development. All this is achieved through strategic communication processes that start from the needs of consumers, generating links that build loyalty and create commercial stability between the parties. Due to the above, a mixed approach investigation was proposed, which would allow incorporating the nature of the quantitative and qualitative data through interviews and surveys applied to both consumers and the administrators of the San Carlo restaurant in the City of Santiago de Cali. Among the most relevant results, it is evident that there are elements of improvement that can be implemented in relation to gastronomic communication processes based on the use and/or potentialization of social networks as the main support for the organic growth of the restaurant, impacting positively. for the company and significantly improving its business relationship with its customers.Item Propuesta de comunicación estratégica para la plataforma Digital Smart Politics(Universidad Santiago de Cali, 2023-12-02) Camacho Patiño, Yair ArmandoThe objective of this project is to propose a Strategic Communication (CE) plan for the SMART POLITICS platform. Through various instruments, the forms of communication that are developed from the use of the platform will be described, the relevant aspects of communication will be identified to make the message more massive through the use of the Data implemented on the platform, and therefore Lastly, CE tactics will be designed to make the existence of SMART POLITICS known.Item Propuesta de comunicación estratégica para el fortalecimiento de la comunicación vertical en Uniminuto Cali(Universidad Santiago de Cali, 2023-12-02) Reina Moreno, Gloria Esperanza; Marin Arroyave, Ana MilenaThe Minuto de Dios University Corporation, UNIMINUTO, has 12 Rectories offices nationwide, one of them located in the city of Cali, where the study presented was carried out. In this region, the lack of timely and effective communication between leaders and collaborators was identified as a problem. To address this situation, a quantitative approach was carried out through the application of surveys to full-time administrative and teaching collaborators, and a qualitative approach that included semi-structured interviews with the areas of Human Resources, Institutional Wellbeing and Corporate Communications, considered essential for the fulfillment of the missionary functions of the institution. On the other hand, the surveys collected the opinions of the collaborators. Regarding the theoretical base, Scheinsohn (2009) and Massoni (2007) were used, who contributed with their concepts to develop a strategic proposal that emphasized the need to formalize communication between leaders and collaborators, as well as promote feedback to improve organizational communication. In conclusion, it is considered essential to strengthen the communications plan of UNIMINUTO Cali to achieve the effective and coherent transmission of information.Item Propuesta De Comunicación Estratégica Para El Área Comercial De RCN Radio Buenaventura(Universidad Santiago de Cali, 2023-12-02) Pinzón Duque, Margarita María ; Baos Álvares, Mario FernandoIn this thesis, a documentary analysis, semi-structured interviews, and a description of the social media presence of RCN Radio Buenaventura were conducted with the aim of proposing a Strategic Communication plan for its commercial sector. Through this research, interaction with the local audience was fostered, enabling the identification of the current state of the strategies employed for customer attraction and advertising sales. Additionally, efforts were made to understand existing shortcomings to establish new dynamics that not only enhanced the results achieved thus far but also generated more appeal among potential and interested stakeholders.Item Propuesta de comunicación estratégica para el área de comunicaciones en la fundación Despacio(Universidad Santiago de Cali, 2023-12-02) Bossa Barona, Freddie AlbertoThis research addresses strategic communication within the Despacio Foundation, a non-profit entity committed to the slow philosophy. Through a meticulous diagnosis, specific communicative challenges were identified, which limit proactivity and fragment the organization's messages. This analysis unveiled a critical need to adopt a more articulated strategic communication planning to strengthen Despacio's visibility and align its communicative practices with its core philosophy. Among the objectives, the aim was to diagnose the current state of communication processes in Despacio, identify areas for improvement, and propose specific tactics and actions. Through semi-structured interviews applied to foundation collaborators, a profound perspective on internal communicative dynamics was obtained. Based on this information, a strategic communication proposal is presented to bolster the organization's communicative cohesion, clarity, and efficacy, aiming for greater coherence and resource optimization. This project emphasizes the importance of strategic communication consistent with Despacio's slow philosophy, seeking to balance the need to remain visible and relevant in the current media landscape without compromising its foundational values and principles.