Maestría en Comunicación Estratégica
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Item Propuesta de comunicación estratégica para el hotel sol y luna Guacarí(Universidad Santiago de Cali, 2024-06-22) Lozano Bejarano, Jorge Andrés; Hernández Segura, MichaelThis work presents the results of a strategic communication proposal for the Hotel Sol y Luna Guacarí, located in the municipality of Guacarí, Valle del Cauca, Colombia, which lacks a strategic communication plan, this study is important since it allows identifying the current needs of the hotel in communication material, providing essential advantages and tools from strategic communication. After a diagnosis thanks to the characterization and analysis of the data collected through interviews and surveys on the state of the hotel's current communication, it was possible to identify the lack of tactics and digital tools that can help build loyalty among current and future customers, as well as the consolidation of the hotel's image among them. Therefore, activities are proposed from strategic communication, in order to create and implement a solid corporate image, digital media, advertising content, among others, following a dissemination plan focused on establishing close contact in accordance with the objective of the hotel to retain and attract customers – guests; offering added value by taking into account the design of strategies that allow closing digital gaps.Item Propuesta de comunicación estratégica para el fortalecimiento de la identidad corporativa e incrementar el reconocimiento del público objetivo de Calitapiz(Universidad Santiago de Cali, 2024-06-22) Serna Guevara, Ana María; Anacona Rojas, Jean Carlos; Ortega García, Oscar EduardoThis work shows the strategic communication proposal for the CaliTapiz company, located in the Colseguros Cali neighborhood, dedicated to the production of car linings and upholstery and installation of accessories such as protective covers. The diagnosis of the current state of the communication processes was carried out, identifying that the company lacks strategies and tactics that allow it to achieve its objectives and consolidate the image before the interest groups. In this research, a strategic communication is proposed for the CaliTapiz company that contributes to strengthening corporate identity and increasing recognition among its target audience. The methodology used has a qualitative approach and a descriptive method, based on semi-structured interviews and a media analysis. Activities are indicated to pave the way for the construction of the corporate image, content advice and organization of digital platforms, determined in a schedule that details dates for their execution.Item Proponer La Comunicación Estratégica Para Himalaya Digital Agency En Cali(Universidad Santiago de Cali, 2024-06-22) Salamanca Triana, Silvia; León Muñoz, John JairoThe 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.Item Comunicación Estratégica Para El Emprendimiento Digital Moolén Swimwear(Universidad Santiago de Cali, 2021-12-06) Carvajal Urrutia, Karol ValeriaThis 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.Item 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 MaríaThis 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.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.Item 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 CamilaThis 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.Item 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 TatianaThis 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.Item Desarrollo de la comunicación estratégica para la organización Soy Pentecostal(Universidad Santiago de Cali, 2021-12-07) Arboleda Muñoz, Daniel; Villegas, Andrés FelipeThe 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.Item 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, EduardoThe 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.Item 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, CarolinaCompass 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.Item 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 LilianaUnderstand 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.Item 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 ArmandoThis 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.Item Propuesta de comunicación estratégica para el emprendimiento de vestuario deportivo aire libre sportswear(Universidad Santiago de Cali, 2024-06-22) Valdivieso Álvarez, María Alejandra; Peña Arenas, Claudia PatriciaThis work is a contribution to entrepreneurial fashion system, where the results of a strategic communication proposal for the Aire Libre Sportswear sports clothing venture are shown; a project led by María Alejandra Valdivieso Álvarez, with professional studies in Architecture and Costume Design, who is looking to position her company within the community of amateur and high-performance athletes who practice outdoors sports in natural environments. This is a project that will initially be developed in the city of Cali, but seeks to expand to other cities in Colombia and other countries around the world. This research has three phases of development: The first, the state of current communication and the different definitions of communication used to date are diagnosed and analyzed, identifying the absence of communication strategies and tactics that make it difficult to consolidate the purpose and the identity of the brand to the different stakeholders. The second, the strategic communication processes that generate a structure that serves as a basis for interaction with the groups of interest are determined. The third, how the brand communication activities are suggested in order to promote and consolidate the value proposition of the Company, creating a relevant communication plan that connects with audiences of actual and potential consumers, and achieving solid and profitable relationships, improving the market position of the brand of sportswear between its target market segments.Item Propuesta de comunicación estratégica para la empresa KRU 360 S.A.S(Universidad Santiago de Cali, 2024) Moncayo Aguirre, Sebastián David; Espinosa Cabrera, Tatiana Alejandra; Cruz, Carlos Andrés (Director)This project is a strategic communication proposal for the company KRU 360 S.A.S. For this objective, first the current state of the company's internal and external communication was diagnosed; Then, the communication processes for improvement and strengthening were identified; and finally the actions were designed to address the difficulties and opportunities in terms of strategic communication. It was found that the company has managed to consolidate organizational communication processes, but in terms of the strategic vision it must be aimed at taking into account positioning through digital communication to be in the network market. It is necessary that they take guidelines in this sense, regarding the actions and tactics aimed at improving the internal and external communication of KRU 360 S.A.S. It is concluded that the organization's objectives must be satisfactorily projected to clients, taking into account market expectations and its way of adapting to frequent changes in the digital environment