Maestría en Comunicación Estratégica
Permanent URI for this collection
Browse
Recent Submissions
Item 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 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.Item 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 ArmandoThis 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.Item Propuesta de comunicación estratégica para la creación de un informativo digital en la facultad de ciencias económicas y empresariales de la Universidad Santiago de Cali.(Universidad Santiago de Cali, 2023-06-10) Salazar Muñoz, Carlos Felipe; Mantilla Redondo, José Luis; Buitrago Parias, Sandro JavierIn a context of globalization and technological progress, digital communication has become an indispensable tool in today's society. However, the Faculty of Economic and Business Sciences of the Santiago de Cali University faces a problem regarding the timely and effective dissemination of relevant information for the university community. That is why, from this research it was possible to carry out the design and proposal of a strategic communication for the creation of a digital information for said Faculty. To achieve this, a diagnosis of the state of communications was carried out and the communication needs in the Faculty were identified. Through a mixed methodology, under the descriptive and correlational methods, interviews and surveys were applied to a sample of 130 students, directors of academic programs and employees of the Audiovisual Production Center. As a result, this research allowed establishing the strategic and tactical guidelines for the digital news, defining the objectives, the public, the dissemination platforms and the most appropriate content strategies.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.