Citas bibligráficas
Francia, B., Minchola, A. (2023). Plan estratégico de comunicación basado en el proceso de graduaciones para crear mayor identificación con los graduandos en el periodo 2022. [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670472
Francia, B., Minchola, A. Plan estratégico de comunicación basado en el proceso de graduaciones para crear mayor identificación con los graduandos en el periodo 2022. [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670472
@misc{renati/410298,
title = "Plan estratégico de comunicación basado en el proceso de graduaciones para crear mayor identificación con los graduandos en el periodo 2022.",
author = "Minchola Sanchez, Alexandra Pierina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
In a context in which university students seek to feel accompanied and listened to by their university, receiving a bad experience can damage and negatively impact this relationship in the long term. Therefore, the role of a good communicative execution can improve the perception of this important stakeholder. A clear example of this is the case of the Universidad Peruana de Ciencias Aplicadas, where the research project focused on the #UpcinoXSiempre campaign aimed at students and graduates. This campaign is based on the need to implement a strategic communication and image plan to generate an emotional brand-customer bond in the final university stage. The #UpcinoXSiempre campaign was born as a result of the results of satisfaction surveys, where the negative perception of the student with the UPC was identified, based on the experiences of administrative management, such as the enrollment process, service channels and other services. Thus, the main objective is to obtain more than 50% satisfaction of the graduates with respect to the entire graduation process in 2022, and with this to achieve promoters who speak well of the UPC and feel identified with it. Obtaining at the end 75% satisfaction and 65% NPS, which shows a great implementation of the strategic communication plan. The importance of analyzing this campaign lies in demonstrating how communication plays a fundamental role in the construction of identity, satisfaction and brand promoters, using as tools the branches of image and advertising to focus on a peak moment when graduating: their graduation experience. Likewise, it is worth mentioning that this strategic plan will serve as a learning experience for the communications areas of different universities and institutions in the educational sector.
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