Maestría en Comunicación Estratégica

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Propuesta de comunicación estratégica para el fortalecimiento de la identidad corporativa e incrementar el reconocimiento del público objetivo de Calitapiz
(Universidad Santiago de Cali, 2024-06-22) Serna Guevara, Ana María; Anacona Rojas, Jean Carlos; Ortega García, Oscar Eduardo
This work shows the strategic communication proposal for the CaliTapiz company, located in the Colseguros Cali neighborhood, dedicated to the production of car linings and upholstery and installation of accessories such as protective covers. The diagnosis of the current state of the communication processes was carried out, identifying that the company lacks strategies and tactics that allow it to achieve its objectives and consolidate the image before the interest groups. In this research, a strategic communication is proposed for the CaliTapiz company that contributes to strengthening corporate identity and increasing recognition among its target audience. The methodology used has a qualitative approach and a descriptive method, based on semi-structured interviews and a media analysis. Activities are indicated to pave the way for the construction of the corporate image, content advice and organization of digital platforms, determined in a schedule that details dates for their execution.