Maestría en Comunicación Estratégica
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Browsing Maestría en Comunicación Estratégica by Subject "Branding"
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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 Propuesta De Comunicación Estratégica Para El Branding Personal Del Cantante Edwin Villort(Universidad Santiago de Cali, 2024) Sevilla Rosales, Sandra Liliana; Muñoz Joven, Luis Armando (Director)Strategic Communication Has Found Its Place In Social And Business Organizations. In This Case, The Objective Is To Propose Strategic Communication For The Personal Branding Of Popular Music Singer Edwin Villort. To Do This, A Qualitative Approach Was Used, With Benchmarking Methods, Using The RUES System And Chamber And Commerce, To Describe The Communication Processes Carried Out By Popular Music Artists In Colombia; And The Content Analysis Method, Reviewing The Videos Of The Most Recognized Artists Registered In The System, To Identify The Branding Aspects That This Popular Music Singer Serves. The Results Served To Structure Communication And Branding Tactics For Popular Music Singer Edwin VillortItem 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.