Comunicación Social

Permanent URI for this collectionhttp://172.16.0.136/handle/123456789/60

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Browsing Comunicación Social by Author "Ladino-Marin, Paola Consuelo"

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    Las competencias digitales y usabilidad de los recursos educativos abiertos (REA) en el ámbito universitario, estudio de caso en el programa de Comunicación Social de la Uniagustiniana
    Martínez-Camelo, Angie Vanesa; Ladino-Marin, Paola Consuelo
    The objective of this research project was to characterize the use of open educational resources and the development of digital skills of the teachers of the Uniagustiniana Social Communication program. The aim was to understand how teachers integrate and adapt these resources in their classes. With a quantitative and descriptive methodology of three phases, digital competences, the use of OER and their applicability were recognized, and the tool was a questionnaire with multiple-choice closed questions. The results obtained showed that 100% of teachers use various online resources and that they vary according to the thematic approaches of the career (journalism, organizational communication, community and audiovisual communication). Also, 100% of teachers are characterized by promoting teamwork, having a high attention to detail, stimulating creativity and research on the web. Thus, digital skills are the acquired qualities that allow a strengthening of new technologies. The three categories are: instrumental, that is, cognitive faculties. Interpersonal skills referring to multidisciplinarity and systemic skills or practical methods of each teacher. Finally, as conclusions, it is highlighted which are the most used and recognized platforms and applications that, at a comprehensive and total level, promote the creation, design and management of technologically and formatively adaptable projects in favor of the participation of all the actors in the higher education process.
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    Fundación Retorno a la Libertad Diseño del Plan de Comunicación Externa “Comunicando Horizontes”
    Martínez-Torres, Valentina; Rivera-Gómez, Jessica Stefania; Ladino-Marin, Paola Consuelo
    This project presents the design and development of an external communication plan for the non-profit foundation "Retorno a la Libertad", whose objective was to make visible the social services offered by the organization to vulnerable communities. The research methodology was of a mixed nature and descriptive approach, its purpose was to identify the channels and contents preferred by the organization's audiences, as well as the communication interests of the directors, which allowed establishing a tactical plan aligned with the objectives of the stakeholders. The process began with an external communication diagnosis. Subsequently, communication actions were defined to highlight the organization's services with the programs: "We are all Freedom Challenge", "Reality for change", "Freedom for change" and "Open arms”. Then, the performance of the actions of the plan implemented at the Fundación Retorno a la Libertad was measured. From this process, we were able to organize the corporate image of each program in line with its identity. Content was generated for the Instagram and LinkedIn social networks, where the services offered were presented. In addition, a newsletter was created to present the organization's management and highlight the agreements in which it works, as well as the production of an institutional video to strengthen the Foundation's digital presence. From this process, it was concluded that the external communication plan allowed for a greater presence and dissemination of the services through different platforms.
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    Plan de comunicación digital para impulsar el crecimiento comercial de la Agencia de Publicidad Dedo Gordo
    Frasica-Machado, Maria Paula; Ladino-Marin, Paola Consuelo
    This project proposes the design of a digital communication plan for the Dedo Gordo Advertising Agency with the general objective of reinforcing the commercial strategy of the organization and attracting new clients. The study had a mixed research methodology, descriptive in nature that first identified from a survey of potential customers the consumption habits of products and / or advertising services, such as content and communication channels through which they acquired these services. Subsequently, digital tactics of the competition were recognized, to build a plan that would respond to market demand and allow improving commercial management alternatives and an assessment by the commercial team from a structured interview. Finally, a series of tactics were developed that responded to the needs and trends identified in the market, concluding with the creation of a web portal, the design of a portfolio of services and the generation of commercial content in the lines of printing, web design, stands, signage and pop material for corporate communication channels with email and the WhatsApp social network, recognized in the study as spaces of consultation and search for these types of services by the target audience. The results obtained from the market survey, provided valuable information that allowed to trace a route for the development of the plan where opportunities for improvement in the promotion of the agency's services were identified and messages with valuable content were designed to attract potential customers.