Maestría en Comunicación Estratégica

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

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Análisis de la comunicación estratégica en el área de comunicaciones del hospital universitario del valle Evaristo García e.s.e.
(Universidad Santiago de Cali, 2023-06-10) Bastidas Uzman, Andres Giovanny; Carbonell Garcia, Juan Felipe; Bedoya Sandoval, Claudia Liliana
Understand the importance of strengthening the communication component strategic within entities belonging to the health sector such as in In this case, the Valle Evaristo García E.S.E University Hospital. to achieve Through this, contribute to the improvement of various key aspects for it, such as, for example, the quality in the provision of their services and the relationship with their audiences of interest, thus enhancing their levels of productivity, and in line with the objectives set by the organization; is, in definitively, what can be deduced from this research work, developed from the perspective of a social communicator and a marketer; candidates for master's degree in strategic communication from the graduate program belonging to the faculty of humanities and arts of the Santiago de Cali University, located in the city of Cali, Valle del Cauca - Colombia. This research, approached from a mixed approach, included the participation of 31 hospital officials, belonging to 3 key areas of the organization; hestructured in 3 different phases, during which 3 techniques were implemented which were: the interview, observation and survey. We find a first phase descriptive where all the information alluding to the communication management in the entity; a second phase of identification of communication and analysis needs of the information obtained; and a final phase, corresponding to the design of a strategic proposal that would allow the potentialization the hospital's communication processes from its communications area.
Análisis de la estrategia de comunicación aplicada en la socialización de obras públicas que ha desarrollado la secretaría del deporte y la recreación en la comuna 20 de Santiago de Cali
(Universidad Santiago de Cali, 2023-12-02) Lenis Calderón, Diego Fernando; Ardila Behar, Ana Carolina
This document presents an analysis of the communication strategy applied in the socialization of public works in Comuna 20 of Santiago de Cali. The problem addressed is the lack of citizen participation in public works projects, which can lead to a lack of transparency and poor management of public resources. The proposed research objectives are to analyze the communication strategy used by the Secretariat of Sports and Recreation in Comuna 20, identify the strengths and weaknesses of the strategy, and propose recommendations for improvement. The methodology used is a mixed approach and is supported by the application of a survey questionnaire. The main results show that the communication strategy used had a positive impact on citizen participation and that improvements can be made to the strategy to achieve greater participation. The main conclusion of the study is that effective communication is essential to achieve greater citizen participation in public works projects and that more effective communication strategies should be implemented to achieve greater transparency and better management of public resources.
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.
Análisis del plan de comunicación estratégica implementado por la mipyme de dispositivos tecnológicos “Areich” de la ciudad de Cali entre el año 2020 al 2021
(Universidad Santiago de Cali, 2021-12-06) Paz Vidal, Jennifer Adriana; Cuellas Arenas, Jhoiner
The project proposes an analysis of the strategic communication plan implemented by the technological devices MSME AREICH in the city of Cali between 2020 and 2021. To achieve the aforementioned goal, three specific objectives are developed, which are divided into three phases. In the first phase, the objective of recognizing the strategic communication plan of the AREICH MSMEs for the year 2020-2021 is fulfilled. In the second phase, the objective is to describe the strategies, tactics and actions proposed and developed by AREICH between 2020 and 2021. In the third and last phase, an analysis of the results obtained is made, contrasting the previous state of the implementation of the strategic communication plan in the AREICH MSME. The development of this result demonstrates to the MSMEs the importance of implementing strategic communication in order to meet their organizational objectives.
Comunicación estratégica para el CEA - escuela de conducción Sevilla
(Universidad Santiago de Cali, 2023-06-10) Acosta Quiceno, Óscar Evelio; Cortés Valencia, Nicolás
Comunicación Estratégica Para El Emprendimiento Digital Moolén Swimwear
(Universidad Santiago de Cali, 2021-12-06) Carvajal Urrutia, Karol Valeria
This research is a contribution to the growth of the Moolen Swimmwear venture that takes place in the city of Cali. The work consists of two phases; the first is the diagnosis of current communication and the media used; and the second, is the design of the communication plan to improve the direction of communication and the way in which messages are addressed. The purpose of this research project is to develop a strategic communication plan that strengthens the weaknesses found in the Moolen Swimwear.
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.
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 Andrés
The 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.
El personal branding como herramienta para el posicionamiento de la marca personal Adriana cruz historias en su canal de Instagram en el año 2022
(Universidad Santiago de Cali, 2021-12-07) Palacios Ramírez, Eduardo; Palacios Ramírez, Eduardo
The project started from Adriana Cruz's need to strengthen her personal brand and assertively transmit her communication to the consumers of her services and product. For this reason, it is proposed from the strategic communication's area from the digital field, to contribute to the positioning of her personal brand called Adriana Cruz Stories, through personal branding on her Instagram channel. Developing diagnostic actions of the communication and identification of the brand's consumers, which contributes to generate tactics that contribute to achieving the objectives of her company.
Estructura del emprendimiento digital connectgo para prestar los servicios de comunicación estratégica a las microempresas de la ciudad de buenaventura
(Universidad Santiago de Cali, 2024-06-22) Gómez Chaves, Valeria; Muñoz Joven, Luis Armando
This research work presents the different steps that were carried out to structure the digital entrepreneurship ConnectGO to provide strategic communication services to microenterprises in Buenaventura, because an entrepreneurship of this type wasn’t identified in the city. Benchmarking of companies that provide communication services in the region was applied, allowing their operational structures and opportunities for the creation of ConnectGO to be identified. The strategic communication processes that the entrepreneurship would offer were designed in accordance with the identification of the needs of a corporate identity, definition of services and information media.
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 el proceso de mercadeo y comunicaciones del hospital departamental psiquiátrico Universitario del Valle E.S.E
(Universidad Santiago de Cali, 2023-06-10) Astudillo Ceballos, Luis Jorge; Cabuyales Medina, Luz Ángela; Meneses, Lorena
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.
Proponer La Comunicación Estratégica Para Himalaya Digital Agency En Cali
(Universidad Santiago de Cali, 2024-06-22) Salamanca Triana, Silvia; León Muñoz, John Jairo
The present work shows the results of the strategic communication proposal for Himalaya Digital Agency, located in the city of Cali. The agency provides digital marketing services in communication strategies for social media, SEO positioning, email marketing, inbound marketing, campaign digital advertising, website design and development, to brands from different sectors with regional, national, and international reach. The current state of communication was diagnosed through surveys with the agency's collaborators, interviews with current clients, field observation of collaborators and clients, and documentary analysis of authors' concepts. This diagnosis identified the absence of processes and tactics needed to design strategic communication processes for the agency's positioning. The proposed activities aim to increase the agency's recognition in the media, establish content for client retention and potential prospect acquisition, and consolidate internal communication to improve relationships among collaborators with greater efficiency.
Propuesta de comunicación estratégica interna para Ospina y asociados S. A. S. Cali
(Universidad Santiago de Cali, 2023-12-02) Ceballos Villegas, María Eugenia; Home Morales, Natalia; Cruz Pérez, Yenny Viviana
This document presents the results of an internal strategic communication proposal for the company Ospina y Asociados S. A. S. in Cali, Colombia. It provides tools that optimize the performance of its internal processes and achieves its objectives. The specific objectives focus on identifying the levels, flows, and communication channels managed within the company and determines the types of information and communication technologies appropriate for this organization. It also characterizes the organizational environment and culture and establishes a set of strategies that help improve communication between different processes. The methodology has a mixed approach: quantitative and qualitative. The type of research is descriptive. For this purpose, a diagnosis of the current state of communication in the company was carried out and based on the results obtained a proposal was made that is configured as the central axis of this postgraduate research project.
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.
Propuesta de comunicación estratégica para el área de comunicaciones en la fundación Despacio
(Universidad Santiago de Cali, 2023-12-02) Bossa Barona, Freddie Alberto
This research addresses strategic communication within the Despacio Foundation, a non-profit entity committed to the slow philosophy. Through a meticulous diagnosis, specific communicative challenges were identified, which limit proactivity and fragment the organization's messages. This analysis unveiled a critical need to adopt a more articulated strategic communication planning to strengthen Despacio's visibility and align its communicative practices with its core philosophy. Among the objectives, the aim was to diagnose the current state of communication processes in Despacio, identify areas for improvement, and propose specific tactics and actions. Through semi-structured interviews applied to foundation collaborators, a profound perspective on internal communicative dynamics was obtained. Based on this information, a strategic communication proposal is presented to bolster the organization's communicative cohesion, clarity, and efficacy, aiming for greater coherence and resource optimization. This project emphasizes the importance of strategic communication consistent with Despacio's slow philosophy, seeking to balance the need to remain visible and relevant in the current media landscape without compromising its foundational values and principles.
Propuesta de comunicación estratégica para el centro de desarrollo tecnológico para la transformación digital y la industria 4.0 en Santiago de Cali
(Universidad Santiago de Cali, 2023-12-02) Dorado Escobar, Miguel Andrés; Cruz, Carlos Andrés
This research shows the results of the analysis of the strategic communication processes that are carried out in the Technological Development Centre for Digital Transformation and Industry 4.0, a space designed to enhance the technology industry of Valle del Cauca and its surroundings, provides the public with laboratories equipped with the latest technology, training, advice with specialised staff, seeking to leverage the economy of the region. The findings of this work resulted in the structuring of the strategic communication plan of the Centre, thus seeking to generate better results in terms of the dissemination of the activities developed internally and externally by the organization.
Propuesta de comunicación estratégica para el cliente interno en los servicios de alimentación de la compañía compass group
(Universidad Santiago de Cali, 2023-06-10) Angarita Navarro, Claudia Marcela; Arias Giraldo, Mario Andres; Ardila Behar, Carolina
Compass Group is a multi-site company dedicated to providing food services within companies, hospitals, schools and remote sites; the effectiveness of communication for the Compass food service company becomes a challenge considering that its employees are dispersed and messages must be concrete and understood at all levels. Internal communication is the best tool to focus communication efforts in organizations towards the achievement of better results. Based on this, this qualitative research seeks to propose a strategic communication tool for the internal customer in Compass Group company food services through a diagnosis of the current communication situation and the relevant aspects that concern the internal client. The results showed that internal communication within the company is not being effective since communication strategies must be established that allow communication to be generated in a segmented manner and directed at each person, taking their role into account; in the same way should be established tools that allow access to information to all people, taking into account the availability of means within the company and operations. From this it can be concluded that the communication protocol will be very useful given the dispersion of operations, the need and scope of tools, educational level and each of the positions, feedback and follow-up on the scope of the information.
Propuesta de comunicación estratégica para el consultorio C&C centro de especialistas
(Universidad Santiago de Cali, 2023-06-10) Álvarez Martínez, Cindy Del Carmen; Martínez Fuentes, Claudia Marina; Muñoz Joven, Luis Armando
This research work presents the results of a proposal elaborated under the strategic communication for the Consultorio C&C Centro de Especialistas located in the Farallones Clinic in Cali, which provides private consultation services and in agreement with health policies in the specialties of Nutrition and Dietetics, Internal Medicine and Pediatrics. Within the process of creation of the proposal, a diagnosis of the current state of the communication process of the clinic was made, identifying as essential the absence of media tactics or tools that allow the consolidation of the institutional image of the company before the different groups of interest. For this reason, a series of activities aimed at the creation of the corporate image, the development of advertising pieces and the establishment of a schedule for publications focused on educommunication are suggested, offering as an added value the inclusive care for deaf patients and contributing to the generation of a culture of digital knowledge and media literacy.

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