Maestría en Comunicación Estratégica
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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