Maestría en Comunicación Estratégica
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Item Propuesta De Comunicación Estratégica Para La Microempresa Rony Estampados Y Bordados(Universidad Santiago de Cali, 2024) Campo Ramírez, Angie Alejandra; González Hoyos, Paula Andrea; Velásquez López, Miguel Augusto (Tutor)Rony Estampados Y Bordados Is A Company Located In The Center Of Cali, Currently It Does Not Have A Communication Strategy. The Company Has 15 Years Of Experience, In Which It Has Faced Various Situations, Whether Challenges Or Opportunities, By Not Having A Clear Strategic Communication, It Has Not Been Possible To Take Advantage Of These Challenges. This Research Seeks To Analyze The Current Situation Of The Microenterprise Through A Mixed Approach, In This Way A Strategic Communication Plan Will Be Implemented That Allows The Fulfillment Of Business Objectives. The Survey And The Descriptive Method Were Carried Out, Using Interviews And Surveys For The Collection Of Data That Include Both The Internal Public And The External Public, In Order To Identify Weaknesses, Strengths, Opportunities And Threats. This Proposal Presents A Detailed Analysis Of The Current Situation Of The Company, As Well As An Action Plan In Favor Of Its Objectives And The Improvement Of Corporate Scope From An Applied Strategic Communication.Item Análisis De La Comunicación Estratégica En La Universidad Del Cauca En El 2023(Universidad Santiago de Cali, 2024) Cuellar Penagos, Christian Reinel; Velásquez López, Miguel (Tutor)This Work Analyzes The Strategic Communication Process At The University Of Cauca During The Year 2023. First, The Route For Carrying Out Strategic Communication Through The University's Communications Management Center Is Identified And, Second, The Tactics, Actions And Projections Of The Strategic Communication Plan Implemented In Different Departments At The University Of Cauca. The Qualitative Approach Was Used, With A Descriptive Method Through Interviews With Coordinators And A Documentary Analysis To Obtain Data On The Planning Of The Communications Area. It Was Found That This Process Linked The Members Of The Communications Center, Benefited The Interest Groups And Enhanced The Team's Skills. There Were Changes In The 5 Official Narrative, But It Is Necessary To Find The Evaluation And Measurement Processes To Know The Scope Of The Process, The Effectiveness And The Opportunities For ChangeItem Propuesta De Comunicación Estratégica Para La Visibilización Del Museo Arqueológico Calima(Universidad Santiago de Cali, 2024) Díaz Tapiero, Edwin Guillermo; Behar Leiser, Olga Grace (Tutora)Item Propuesta De Comunicación Estratégica Para El Emprendimiento De Publicidad Bajo Cuerda Estudio(Universidad Santiago de Cali, 2024) Unda, Jessica Lucía; Cerón Rosero, Emily Raquel (Tutora)The Objective Of This Project Is To Propose Strategic Communication (SC) For The Positioning Of Bajo Cuerda Estudio (BCE) In The City Of Cali. BCE Is An Enterprise That Offers Creative Solutions To Brands With Limited Budgets, Specializing In Pre-Production Processes In Design And Advertising. Through A Diagnosis Of Current Communication Processes And The Identification Of Communication Opportunities, Specific Positioning Tactics Will Be Designed. The Methodology Employed Will Combine Qualitative And Quantitative Approaches, Including The Use Of Competitive Benchmarking. This Project Serves As A Valuable Precedent For Those Starting Their Own Ventures In The Design And Advertising Sector, Offering An Updated Reference Framework Designed To Provide Entrepreneurs And SC Students With A Set Of Tools And Strategies That Can Be Adapted And Personalized According To Their Own Needs And Circumstances.Item La Comunicación Estratégica Para La Microempresa Sofditech; Software, Diseño Y Tecnología(Universidad Santiago de Cali, 2024) Viera Bravo, Marlyn Liliana; Muñoz Joven, Luis Armando (Tutor)The Field Of Technology Services Companies Deserves To Be Addressed By Strategic Communication. The Objective Of This Document Is To Show The Strategic Communication Proposal For The Cali Microenterprise Sofditech. A Diagnosis Of The Communication Processes Within Sofditech Was Carried Out, And The Communication Tactics Were Identified, To Then Design The Participatory Communication Steps That Can Be Implemented For The Sofditech Microenterprise. A Mixed Approach Was Used, With The Descriptive Method Through Customer Surveys And Personalized Interviews With Sofditech Collaborators. It Was Found That There Is An Evident Need To Develop Strategic Communication Due To The Constant Change That The Digital Market Has Had. It 7 Is Considered That The Microenterprise Should Allow It To Expand Its Portfolio Of Services To New Clients And Improve The Relationship Between Client/CompanyItem La Comunicación Estratégica De La Plataforma Prestadora De Servicios De Belleza Makeapp(Universidad Santiago de Cali, 2024) Medina Meneses Milton Javier, Valencia Torres Jean Pierre; Llanos Soto, Carlos Andrés (Tutor)This Article Analyzes The Strategic Communication Of Makeapp, A Digital Platform That Connects Beauty Professionals With Users In Bogotá, Cali And Medellín, Colombia. The Study Describes The Digital Communication Processes Used To Interact With Internal (Professionals And Collaborators) And External (Clients) Audiences, Identifying Areas For Improvement To Strengthen Its Positioning. With The Growth In Demand For Personalized Services In The Beauty Industry; Makeapp Has Adopted A Strategy Based On Social Networks, Content Marketing And A Mobile Application That Facilitates Home Services. Although The Platform Has Been Successful, Opportunities Are Identified To Improve Personalization And Constant Interaction With Customers, Which Would Help Increase Brand Loyalty. This Analysis Is Based On A Mixed Approach Of Surveys And Interviews With Beauty Professionals And Users, Revealing Why Makeapp Must Improve The Personalization Of Its Messages And Maintain More Continuous Interaction. Based On The Above, Specific Recommendations Are Offered To Optimize Makeapp Communication And Provide Valuable Lessons For Other Companies In The Beauty Sector Seeking To Improve Their Digital PresenceItem Propuesta De Comunicación Estratégica Para El Branding Personal Del Cantante Edwin Villort(Universidad Santiago de Cali, 2024) Sevilla Rosales, Sandra Liliana; Muñoz Joven, Luis Armando (Director)Strategic Communication Has Found Its Place In Social And Business Organizations. In This Case, The Objective Is To Propose Strategic Communication For The Personal Branding Of Popular Music Singer Edwin Villort. To Do This, A Qualitative Approach Was Used, With Benchmarking Methods, Using The RUES System And Chamber And Commerce, To Describe The Communication Processes Carried Out By Popular Music Artists In Colombia; And The Content Analysis Method, Reviewing The Videos Of The Most Recognized Artists Registered In The System, To Identify The Branding Aspects That This Popular Music Singer Serves. The Results Served To Structure Communication And Branding Tactics For Popular Music Singer Edwin VillortItem 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) Serna Guevara, Ana María; Anacona Rojas, Jean Carlos; Ortega García, Oscar Eduardo (Tutor)This 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 ExecutionItem Comunicación estratégica para el CEA - escuela de conducción Sevilla(Universidad Santiago de Cali, 2023-06-10) Acosta Quiceno, Óscar Evelio; Cortés Valencia, NicolásItem 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, LorenaItem Propuesta de comunicación estratégica para la plataforma Digital Smart Politics(Universidad Santiago de Cali, 2023-12-02) Camacho Patiño, Yair ArmandoThe objective of this project is to propose a Strategic Communication (CE) plan for the SMART POLITICS platform. Through various instruments, the forms of communication that are developed from the use of the platform will be described, the relevant aspects of communication will be identified to make the message more massive through the use of the Data implemented on the platform, and therefore Lastly, CE tactics will be designed to make the existence of SMART POLITICS known.Item Uso de los elementos del plan de comunicación estratégica en los procesos de comunicación en organizaciones del área de la salud(Universidad Santiago de Cali, 2023-12-02) De La Cruz, VivianaThis is a systematic review of the literature on strategic communication in healthcare organizations. For this purpose, an open search was carried out in databases using keywords such as strategic communication and organizational communication in healthcare institutions, without limitations of time, language or methodological approach. We found 2130 studies related to the defined categories, which were filtered independently by title, abstract and full text, to include relevant articles related to the research question, finally including 15 studies. Strategic communication is defined as a planned process that goes hand in hand with organizational communication, and specific steps are suggested to achieve strategic communication in health organizations.Item 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 VivianaThis 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.Item Propuesta de comunicación estratégica para el área de comunicaciones en la fundación Despacio(Universidad Santiago de Cali, 2023-12-02) Bossa Barona, Freddie AlbertoThis 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.Item Propuesta de la comunicación estratégica para el restaurante San Carlo en la ciudad de Santiago de Cali.(Universidad Santiago de Cali, 2023-11-03) Palomino Paz, María del Mar; Bedoya Sandoval, Claudia LilianaThis project's main objective is to propose strategic communication for the San Carlo restaurant in the city of Santiago de Cali, based on strategic models that generate added value, allowing the establishment of the brand and expanding the possible scenarios that allow high levels of competitiveness. and business development. All this is achieved through strategic communication processes that start from the needs of consumers, generating links that build loyalty and create commercial stability between the parties. Due to the above, a mixed approach investigation was proposed, which would allow incorporating the nature of the quantitative and qualitative data through interviews and surveys applied to both consumers and the administrators of the San Carlo restaurant in the City of Santiago de Cali. Among the most relevant results, it is evident that there are elements of improvement that can be implemented in relation to gastronomic communication processes based on the use and/or potentialization of social networks as the main support for the organic growth of the restaurant, impacting positively. for the company and significantly improving its business relationship with its customers.Item 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 AndrésThis 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.Item 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 CarolinaThis 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.Item 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 FernandoIn 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.Item Propuesta de comunicación estratégica para el fortalecimiento de la comunicación vertical en Uniminuto Cali(Universidad Santiago de Cali, 2023-12-02) Reina Moreno, Gloria Esperanza; Marin Arroyave, Ana MilenaThe Minuto de Dios University Corporation, UNIMINUTO, has 12 Rectories offices nationwide, one of them located in the city of Cali, where the study presented was carried out. In this region, the lack of timely and effective communication between leaders and collaborators was identified as a problem. To address this situation, a quantitative approach was carried out through the application of surveys to full-time administrative and teaching collaborators, and a qualitative approach that included semi-structured interviews with the areas of Human Resources, Institutional Wellbeing and Corporate Communications, considered essential for the fulfillment of the missionary functions of the institution. On the other hand, the surveys collected the opinions of the collaborators. Regarding the theoretical base, Scheinsohn (2009) and Massoni (2007) were used, who contributed with their concepts to develop a strategic proposal that emphasized the need to formalize communication between leaders and collaborators, as well as promote feedback to improve organizational communication. In conclusion, it is considered essential to strengthen the communications plan of UNIMINUTO Cali to achieve the effective and coherent transmission of information.Item 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, JhoinerThe 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.