Maestría en Comunicación Estratégica

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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 Carolina
The 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.