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Publicación Restringido Práctica empresarial en Wild Art Enterpriser S.A.S(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Medellín y Envigado, 2024-03-20) Jaime Aliendra, Carolina Maria; Mesa Franco, Ana LuciaInitially, it is possible to indicate that the tool to be used is viewed as a primary element in the digital marketing process, since it allows adding access sites with improvements, which are used for different pre-established functions that can build a broader web. , dynamic and with high quality results. For this reason, it is stated that the research objective established to carry out this work as a degree project consists of improving the website for the Wild Art Enterprise company, implementing modern tools for the website as a strategy for the general marketing plan. digital, in relation to company communications. From this perspective, concepts are presented that will go hand in hand with the study of the design of the different tools that can be implemented on the page; This is based on a business model in which client users can monetize by creating campaigns for their musical projects, through subscriptions from external users and by inserting advertising spaces. On the other hand, it is important to mention that the company Wild Art Enterprise, where the professional practices were carried out, had a Web page, which at the time did not have monitoring and the necessary updates that were required on the Web. From this, the necessary knowledge was made available to better use this tool. Although the initial idea of the project is based on a model similar to a platform with a digital music service that gives the users of the page, who are, preferably artists and people related to the music industry, access to millions of songs, information and courses on digital marketing strategy in the music entertainment industry. Thus, other competing pages must be studied to establish with certainty which one best adapts to the type of product it offers; Therefore, it is essential to carry out an investigation based on the qualitative research approach, carrying out information collection techniques such as interviewing colleagues in the organization. In short, and once these elements have been discussed, the structure of the work is composed of the development of a visual organizer, which allows laying the first foundations and ideas of the business model to follow.Publicación Acceso abierto Práctica empresarial en Colanta(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Medellín y Envigado, 2024-03-12) Pérez Zapata, Ricardo; Mesa Franco, Ana LucíaLas prácticas son un momento crucial en la vida de todo joven universitario, es donde pueden sacar a flote todo el conocimiento adquirido durante estos años de carrera, también donde se comienza a formar reputación, carácter y entereza laboral, donde se puede aplicar el conocimiento en el campo más interesante para el estudiante que se encuentra en este proceso. Dando comienzo así a esta etapa como comunicador organizacional en AyC Colanta, donde siempre busqué plasmar mis conocimientos y adquirir nuevos en el proceso, conformar un ambiente de trabajo donde mi aporte fuera visible y nutrirme de experiencia. La comunicación es intrínseca del hombre, tanto así que esta palabra tiene origen del latín “communis” (comunidad), y puesto de esta forma la comunicación es un acto social y de la vida misma (Rodríguez, 2010) Con esto ya claro, podemos decir que la comunicación toca cada espacio de la realidad que nos rodea y eso incluye a las organizaciones, donde la misma se divide en dos aspectos, interno y externo, esta división se da para tener claro con quién se habla y cómo se debe hablar, estas dos, interno y externo, son tan extensa que se subdivide dependiendo el impacto que se quiera dar y a quienes se quiera llegar, no todo mensaje llega igual a diferentes públicos. En este informe podrá encontrar el proceso de las prácticas realizadas para AyC Colanta, con el ejercicio que se realizó desde la comunicación organizacional, realizando un diagnóstico de la empresa y una propuesta basada en el bienestar organizacional, principalmente fortalecer espacios como la salud mental y el bienestar emocional.Publicación Acceso abierto Transformacion del comunicador social en el ambito laboral en los ultimos 20 años en Colombia(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2024) Riveros Herrera, Edwin Santiago; Sochimilca Socha, Orlando ArturoLa transformación del comunicador social en el ámbito laboral en los últimos 20 años es un texto que pretende dar un concepto y analizar el cambio de la labor del comunicador con la llegada de nuevas tecnologías que han obligado al cambio de las labores que se desempeñan y suponen nuevos aprendizajes para las aplicaciones que estas generan y así tratar de calcular los cambios que se avecinan con los nuevos avances a los que se enfrenta la sociedad. Por lo tanto, ayudar tanto a los futuros comunicadores como a las empresas y compañías que emplean a estos nuevos profesionales a combinar de manera efectiva las funciones que desempeñarán en el lugar de trabajo y brindarán una visión más realista de los desafíos laborales que enfrenta un profesional de las redes sociales hoy y en el futuro.Publicación Restringido Diseño del plan estratégico de comunicación peco para la fundación el Carmelo misionero solidario(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2024-11-24) Garcia Prieto, Angy Katherin; FABIO ANDRES RIBERO SALAZARThe definition of the strategic communications plan seeks to establish the communicative actions of an internal and external company, considering the objectives, messages, channels, initiatives and audiences to impact, based on the mission, vision and objectives that the entity wants to achieve; having as references strategies, plans and projects established once the proposed problem has been analyzed. Having as its purpose the development and implementation actively among its public of interest. Currently, the Carmelo Misionero Solidario Foundation contributes to the development of those vulnerable populations that require a helping hand that allows them to meet the basic needs of their daily lives, which is why the sisters, lay people and volunteers are at the forefront of the work. promoting activities in the community to strengthen those bonds of solidarity. On digital platforms, there is a great massification of messages that contribute to the dissemination of the activities of kindness and spirit that the foundation carries out and that aims to infect those who can contribute a grain of sand to the cause.Publicación Restringido Resolución a la problemática: ¿Por qué los funcionarios de la sede Central de la Registraduría Nacional, en la ciudad Bogotá, no usan la red social Viva Engage, como parte de la estrategia de comunicación de la institución?(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023) López Parra, Giselle Carolina; Ribero Salazar, Fabio AndrésInternal social networks have emerged as very important tools and fundamental in the field of entities and/or organizations, transforming with these the how teams collaborate and share information. In this context, we explore the importance and relevance of their implementation, highlighting how these platforms encourage effective communication, strengthen the organizational culture and optimize the flow of knowledge within the company, if the social network already exists as in the case of this project, encouraging and promoting their corresponding use and interaction is key and what is intended. Encouraging the use of internal social networks among officials is crucial to promote agile and collaborative communication. These platforms offer a centralized space where Teams can exchange ideas, share resources, and stay informed about activities, news and news from the organization. Doing so then strengthens the internal cohesion, decision-making processes are accelerated and efficiency is enhanced operational, thus contributing to the achievement of institutional objectives more effectively.Publicación Restringido Perspectivas de cuatro jefes de programas de la UCC, Campus Bogotá, acerca de las percepciones de una muestra de estudiantes sobre el uso de tutoriales de YouTube para el proceso comunicativo de enseñanza - Aprendizaje(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-22) Roa Moya , Laura Daniela; John Jairo Molina RoncancioThe present degree work is mainly focused on the impact of information and communication technologies during the communication and education processes. It highlights the relevance of using audiovisual lessons, especially YouTube tutorials, as teaching methods to improve the teaching-learning quality process and also to encourage the student participation. In order to better understand this phenomenon, we carried out different surveys focused on students that are part from the Journalism’s program at the Universidad Cooperativa de Colombia, Bogotá, and surveys previously conducted by research assistant Paola Andrea Acero Loaiza, in collaboration with research professor John Jairo Molina Roncancio, served as the basis. These surveys were administered to a representative group of students.Publicación Acceso abierto La Comunicación Social en el Marketing 3.0: Analizar la evolución de la comunicación social en el contexto del marketing 3.0 en Falabella, una empresa de retail en Colombia, a través de una estrategia comunicativa para el Canal en YouTube de Falabella Colombia(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-23) Acosta Rodríguez, Yina Alejandra; Ribero Salazar, Fabio AndrésThis research is important because it deals with a central aspect in the process of social communication of a company with its users or customers; this happens around the Chilean company Falabella, applying the characteristics of Marketing of the researcher Philip Kotler. Marketing 3.0 emerged as a response to several factors: new technologies, the potential problems of globalization and the interest of individuals to express their creativity, values and spirituality. Any organization that wants to emerge and thrive in the current market circumstances must learn the fundamental concepts of Marketing 3.0: community building, co-creation and brand integrity. Marketing 3.0 makes use of different communication strategies and continuously takes into account, at all times, what the consumer thinks and requires in order to offer value-based products. In today's age of information and technology, marketing has undergone a constant evolution, and social communication has become a strategic tool to establish meaningful connections with consumers in the context of Marketing 3.0. In this sense, retail companies in Colombia, such as Falabella, face a highly competitive and dynamic market environment, where social communication plays a key role in strengthening brand image and building strong relationships with consumers.Publicación Restringido El impacto del sensacionalismo en los medios privados de comunicación.(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-23) Lara Moreno, Leidy Johanna; Orlando Arturo Sochimilca SochaThe present work of Systematic Analysis of Literature analyzes different authors who explored how sensationalism influences the presentation of news and the perception of viewers in private media. It is recognized how certain media use exaggerated and emotional language to increase the audience and visualizations and thus, generate a more significant impact where profits prevail. The paper also examines the social implications of sensationalism in information, highlighting how it can distort objectivity and promote polarization of public opinion. In addition, it discusses possible consequences for the credibility of the media and proposes approaches to promote a more balanced and responsible journalism in a media environment dominated by competition, by public attention.Publicación Restringido Norma Técnica, Plan de Medios, Para la Pyme Erepa(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11) Valencia Cañas, Yersy Katherine; Molina Roncancio, John JairoThis research work analyzes the digital social networks of the gastronomic Pyme EREPA, which is located south of the city of Bogotá, in the Ciudad Montes sector. After the research carried out, a technical standard (media plan) is formulated that covers the internal and external communication of the organization, through offline channels, but mainly emphasis is placed on digital channels which allow information to be transmitted optimally and effective. As a result of the pandemic, social networks became great allies for microentrepreneurs, who saw an opportunity in these tools, since, due to their flexibility and constant evolution, they allowed them to adapt to the needs of consumers.Publicación Restringido Práctica empresarial apoyo en procesos de comunicación de la Fundación Universitaria para el Desarrollo Humano UNINPAHU(Universidad Cooperativa de Colombia. Facultad de Ciencias Humanas y Sociales, Comunicación Social, Bogotá, 2023-11-22) Espejo Contreras, Erick Santiago; Robelto Cantor, Lida MaríaThe following work summarizes the practices carried out at the University Foundation for Human Development UNINPAHU, a higher education institution. At UNINPAHU, the practitioner had the valuable opportunity to immerse himself and deepen his knowledge about the world of educational marketing, a dynamic and essential field for the promotion and success of higher education institutions. Throughout this report, observations and activities will be shared highlighting the importance of educational marketing in promoting academic excellence and attracting new students.Publicación Restringido Práctica empresarial en Canal Capital apoyo en los procesos de Comunicación del Departamento de Producción(Universidad Cooperativa de Colombia, Facultad de Ciencias Humanas y Sociales, Comunicación Social, Bogotá., 2023-11-22) Canaval Morales , Pablo Andres; Robelto Cantor, Lida MaríaThe objective of this project is to talk about the communication processes from the production department at Canal Capital and the way in which these complement and relate. This was carried out through a business practice that aims to relate the student to the work environment and apply the concepts learned in their academic training. The channel's production department plays an important role in the formation and generation of audiovisual material for the production of the program that is carried out. For this reason, we had the opportunity to participate in the planning, execution and monitoring of the project and the material generated by journalists. Involvement in these activities allowed a deep understanding of the dynamics of work in an entity for the purpose of the career studied and that allows applying the skills acquired in the academic environment in a work environment.Publicación Acceso abierto Práctica empresarial: apoyo en las diferentes actividades de comunicación organizacional que desarrolla la Gerencia de Marca & Comunicaciones de Colmena Seguros.(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales y Humanas, Comunicacion Social, Bogota., 2023-11-22) Pachón Cervera, Luis Miguel; Robelto Cantor, Lida MaríaIn the world of financial services, insurance companies play a critical role in providing security and protection to individuals and organizations in times of uncertainty. That is why communication plays an important role in the success of any organization, and Colmena Seguros is no exception. At a general level, in the insurance sector, where trust and customer perception prevail, effective brand management and communication strategies become essential pillars for achieving business objectives. In this context, this work will delve into the exercise of the professional practices of a social communicator in the Brand and Communications area of Colmena Seguros. Throughout the next pages, you will find the entire process developed by the practitioner, in which step by step he will fulfill the objectives set from his role. It will be a path of learning and support in which the student will discover how a good communication strategy can influence the perception of a company in the market, how to build and maintain a reliable brand, among other things. Professional practices in this area are vital to the success of the insurance company, since the ability to transmit clear messages, build relationships with clients and adapt to emerging trends are factors that make the difference in a competitive sector.Publicación Acceso abierto Diseño de una estrategia de comunicación digital para la visibilización de los consultorios de la Universidad Cooperativa de Colombia seccional Bogotá.(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-22) Ardila Hernández, Lizeth Dayana; Piedrahita Suarez , Marielly EstherThis work shows the experience and results obtained in social, business or solidarity practice, as a degree modality, which was developed in the Department of the Cooperative University of Colombia, Bogotá section. The purpose of the practice was carried out in order to make the Clinics visible, through dynamic tactics aimed at persuading the target audience. From the internal process of the practitioner, we sought to provide spaces for learning and innovation that contribute to the achievements of the objectives set by the organization. From the theoretical perspective, the focus of the practices was on educational marketing as a functional tool to address the social needs of the organization. This approach allowed us to identify the importance of educational institutions strategically using educational marketing as a process of connecting, positioning and promoting the services they offer. Therefore, it was established that the practitioner develop his practice process from educational marketing, to generate a construction and production process in the material required for the six offices that the university currently has, thus achieving a significant impact with the community. academics and the general public, effectively communicating the services provided at the institutional level. The term Educational Marketing for the development of practice involved, during the preparation of this work, analyzing terms and findings from the different authors consulted, which serve as references for the execution and formulation of ideas in the Communications Department.Publicación Acceso abierto Práctica social y empresarial solidaria en la empresa de telecomunicaciones de Bogotá (gerencia de comunicaciones )(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-23) Bolívar Cáceres, Santiago; Robleto Cantor , Lida MariaCommunications Management in a company plays a critical role in the way an organization relates to its employees, customers, shareholders and other interested parties. In an increasingly globalized and digital world, where information flows at high speeds, effective communications management has become a key pillar for the success and survival of any company. Proper communication management allows us to transmit values, principles and coherent messages that reinforce the image and brand of the company, generating trust and credibility in the market. According to (García, 1998) in his book, 'Internal communication' he states that, “Internal communication is still one of the great subjects of the company. Recognized by all businessmen as an unavoidable necessity in the service of modern and innovative management” implying that assertive communication between the actors of a company becomes a necessity, which provides it with benefits in its structure. general. Likewise, what was mentioned by (Argenti, 1996) is taken, which states that “Corporate communication is a central element in the management of organizations, this being a strategic discipline to build and maintain a positive image of said entity, this with the ability to adapt to changes in the environment and in the organization.” Providing once again to understand the importance that excellent communication plays within a company and how this factor becomes key to fulfilling the company's purposes satisfactorily. In conclusion, internal communication is essential to keep employees engaged and motivated. “Communication has become an increasingly necessary approach to deal with problems that cross organizational lines” (EOI, 2013) The effectiveness and efficiency of a company is influenced by how human interactions are, since it is It is evident that thanks to an appropriate environment, there would be an improvement in decision making and the strengthening of relationships with clients. Likewise, from the personal level, benefits such as the understanding and transmission of information are promoted. In short, communication management is important for success on both a professional and personal level. Therefore, it is mentioned that within a company, workers need to be informed about the objectives, policies and changes in it to play their role effectively.Publicación Acceso abierto Diseño de instructivo del puesto de trabajo de los practicantes del departamento de comunicaciones y producción de medios de la Universidad Cooperativa de Colombia - seccional Bogotá.(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-22) Garzón Medina, Juliana; Robelto Cantor , Lida MariaNowadays, the effective management of digital presence has become a fundamental pillar. Marielly Piedrahita, analyst at the Communications Department of the Universidad Cooperativa de Colombia - Bogotá Section, recognizes the critical importance of this work, especially because the target audience of the higher education institution is mostly found on social networks. The focus of this degree work lies on the problems rooted in the area of Communications and Media Production of the institution, characterized by the early rotation of interns in charge of managing social networks and other digital responsibilities. The constant change of personnel in the role of community manager creates challenges in the coherence and orderly management of social networks, which leads to setbacks and training to instruct the new person in their tasks, and also hinders planning. long-term strategic. The communications team corroborates this situation, since, according to history, a staff rotation is observed with the incorporation of a new intern every six months, this dynamic of constant change of roles can be the root of the difficulties in maintaining a line of coherent and organized work in the long term, without significant interruptions. For the above, through the specific objectives, this study seeks to promote greater work adaptability for practitioners and analyze the audience participation metrics carried out by the Communications Department. and Media Production, in order to address these challenges in the working group and strengthen the digital presence of the Universidad Cooperativa de Colombia - Bogotá Section; In this context, it will be explored how adequate management and monitoring can be key to optimizing efficiency and effectiveness in the digital sphere of the institution.Publicación Acceso abierto Convergencia de los medios en torno a la televisión. Un problema o una oportunidad.(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023) Salazar Vargas, Nicol Samary; Sochimilca Socha, Orlando ArturoTelevision has been a fundamental means of communication over the years, a brand of cultural hybridization for all generations. Today, after the technological revolution, it has had to adapt its production logic to the new opportunities and challenges proposed by the emergence of television platforms on the Internet, a significant impact that has transformed the media landscape, giving total control to audiences about what they want to see, some even move from traditional television to the Internet, which has led the media to adapt and transfer their resources to the production of content in these new spheres of information and entertainment. Digital platforms are a strong basis for entertainment and are of great importance in society and in recent years have gained more strength among users.Publicación Restringido Práctica empresarial apoyo al área de mercadeo y comunicaciones de Colmédica.(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-15) Romero Rios , Karen Alejandra; Robelto Cantor , Lida MariaIn the dynamic business universe of health, an intriguing scenario unfolds where business practices converge with marketing strategies and who carries them out. In this sense, companies embark on a constant search to stand out, offer exceptional services and, at the same time, At the same time, cultivate meaningful connections with your audience. Marketing in the field of health acquires a unique relevance, because according to (Vargas Gonzales, Valecillos, & Hernández, 2013) “Users aspire for friendly, cordial, and understanding communication and treatment upon arrival at the medical service” (p.699). ). Which means something beyond simply promoting products and services. It becomes the catalyst that links medical innovation with the needs and aspirations of individuals seeking not only medical solutions, but a comprehensive approach to healthy living. Strategies are carefully woven to convey not only the effectiveness of the services, but also the philosophy and values that support the company's mission for health and well-being. Colmédica precisely offers the experience of growing in a professional field, delving into the needs that people have for medicine to improve their quality of life.Publicación Restringido Análisis Sistemático de Literatura de la caracterización de los procesos de comunicación interna de los reclusos en las cárceles masculinas colombianas(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales y Humanas, Comunicacion Social, Bogota., 2023-11-23) Losada Olaya, Laura Tatiana; Robelto Cantor, Lida MaríaThus, in the present Systematic Analysis of Literature, the organizational behavior of inmates in Colombian male prisons will be analyzed in order to identify the qualities of their organization and finally recognize the internal communication strategies between the inmates and their institution.Publicación Restringido Gestión de Redes Sociales de Asecom SAS(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-21) Granada Garcia, Anyi Tatiana; Lida María Robelto CantorIn the digital era, social media has established itself as a component in business strategy, being a key communication channel to connect with the audience and promote the brand. As Scott Monty (2013), a renowned digital media strategist, points out, "social media is not about technology, it's about connecting people." (p. 84) The importance of social media management is reflected in eloquent figures. According to Hootsuite's We Are Social Global Overview Report (2021), the number of active social media users reached a staggering 4.2 billion globally, representing more than half of the world's population. This data evidences the magnitude of the potential audience that companies can reach through platforms such as Facebook, Instagram, Twitter, LinkedIn and others. In this context, it is important to highlight that each company, regardless of its sector, faces specific challenges when managing its social networks. In this context, it is important to note that every company, regardless of its sector, faces specific challenges when managing its social networks. In this sense, the case of Asecom SAS is an example of how an organization has set an ambitious goal for the year 2025. They aspire to become a solid and respected company in the department of Huila, recognized for offering high quality services in areas such as cleaning, cafeteria, green area maintenance and general services. Their mission is to provide effective solutions to their clients' needs, backed by a highly competent team, they seek to establish mutually beneficial relationships with stakeholders and achieve constant improvements in their integrated management system. In this context, we will examine how business practices in social media management can be a key driver in achieving these ambitious business goals and how Asecom SAS can make the most of this valuable digital resource on its path to success.Publicación Restringido Práctica profesional: apoyo en la elaboración de contenidos digitales para la comunicación interna de la empresa ie Grupo en su sede de NQS(Universidad Cooperativa de Colombia, Facultad de Ciencias Sociales, Comunicación Social, Bogotá, 2023-11-22) Quintero Cortes, James Jean Paul; Robelto Cantor, Lida MaríaIn the current business context, characterized by globalization, constantly evolving technology and the increasing complexity of business operations, internal communication has become a fundamental pillar for the success of any organization. Internal communication refers to the strategic management of information and interaction within a company, and plays a crucial role in promoting organizational cohesion, efficiency and effectiveness. In this sense, internal communication goes beyond simple exchanges of messages and stands as a strategic instrument that can transform the culture and performance of an organization.