Maestría en Comunicación Estratégica

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https://usc.scimago.es/handle/20.500.12421/4302

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Desarrollo de la comunicación estratégica para la organización Soy Pentecostal
(Universidad Santiago de Cali, 2021-12-07) Arboleda Muñoz, Daniel; Villegas, Andrés Felipe
The 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.
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 María
This 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.
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 Tatiana
This 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.
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 Camila
This 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.

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