Maestría en Comunicación Estratégica
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Browsing Maestría en Comunicación Estratégica by Subject "Communication Strategy"
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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 Diseño de una estrategia de comunicación digital en Facebook, para mejorar el posicionamiento de la revista caleña de salud avances, año 2021(Universidad Santiago de Cali, 2021-12-07) Cortés Benítez, Pedro Luis; Cruz, Carlos AndrésThe objective of this work was to design a communication strategy to help the positioning of the Avances Magazine in the year 2021; for this, a mixed type research is considered, that is, qualitative-quantitative, since this way information can be obtained from different perspectives, covering not only subjectivity but also the objectivity offered by the numerical and percentage values of different variables stipulated here. In order to make a diagnosis and propose strategies, different tools were used to collect data, such as the interview with the participation of the current director of the Revista Avances, the survey of 71 surgical instrumentation professionals who were followers of the magazine, and the observation of the different dissemination tools. The most important findings present a public following between 2 and 27 years of age, from strata 3 and 4 (67.6%), with undergraduate as the highest educational level (70.4%), workers in private companies with care positions (45.1%), who live in Cali city. These professionals follow the magazine mainly on Facebook (50.7%) and Instagram (46.5%). The communication strategy focused on changes in form and background to the tools already used, considering minimalist designs, colors related to the health sector such as white and blue, and less saturated pages of information that can be accessed. access through links. Today the website and the social pages where it is advertised have a more professional character and invite the professional in the surgical instrumentation sector to search for content.