Facultad de Humanidades y Artes

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Propuesta De Comunicación Estratégica Para El Área Comercial De RCN Radio Buenaventura
(Universidad Santiago de Cali, 2023-12-02) Pinzón Duque, Margarita María ; Baos Álvares, Mario Fernando
In this thesis, a documentary analysis, semi-structured interviews, and a description of the social media presence of RCN Radio Buenaventura were conducted with the aim of proposing a Strategic Communication plan for its commercial sector. Through this research, interaction with the local audience was fostered, enabling the identification of the current state of the strategies employed for customer attraction and advertising sales. Additionally, efforts were made to understand existing shortcomings to establish new dynamics that not only enhanced the results achieved thus far but also generated more appeal among potential and interested stakeholders.