Maestría en Comunicación Estratégica
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Browsing Maestría en Comunicación Estratégica by Subject "Advertising"
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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 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.