Bibliographic citations
Corcuera, L., Rodríguez, L. (2014). Estrategias de comunicación digital elaboradas para la Facultad de Comunicaciones de la Universidad Privada del Norte - Sede Trujillo para articular la relación con estudiantes del I y II ciclo del semestre 2014-I [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/6344
Corcuera, L., Rodríguez, L. Estrategias de comunicación digital elaboradas para la Facultad de Comunicaciones de la Universidad Privada del Norte - Sede Trujillo para articular la relación con estudiantes del I y II ciclo del semestre 2014-I [Tesis]. PE: Universidad Privada del Norte; 2014. https://hdl.handle.net/11537/6344
@misc{renati/419204,
title = "Estrategias de comunicación digital elaboradas para la Facultad de Comunicaciones de la Universidad Privada del Norte - Sede Trujillo para articular la relación con estudiantes del I y II ciclo del semestre 2014-I",
author = "Rodríguez Alvarez, Laura Luz",
publisher = "Universidad Privada del Norte",
year = "2014"
}
ABSTRACT Information Technologies and Communication Technologies fast evolution have changed the way we send and receive messages and connect the world. Today we have a variety of platforms and we obtain and share information globally easily. These changes have impacted various areas of Humanities and Communication Sciences specialties. Universidad Privada del Norte Communications Faculty reflect these changes by updating its curriculum structure. Actually, it has new carrers: communication and journalism; Communication and advertising; Corporate Communication; Audiovisual communication and digital media. Different institutions and enterprises have found a new way to communicate with its audience through digital communication and social media. By the other hand, the media consumer is increasingly demanding, agile and dynamic. So current students are mostly those who were born and raised with technology and social media, they use daily inclusive in their academic life’s. This research proposes digital communication strategies for the Universidad Privada del Norte Communications Faculty, placed in Trujillo, in order to articulate the relationship with I and II cycle students. Through six chapters, this thesis answer questions about the students´ use of social media and virtual communication between Communications Faculty and students. First chapter present the problem statement and justification, the general and specific objectives and limitations. The second chapter is the theoretical framework. It have previous studies from the USA, Latin America and Peru, followed by the institutional framework and the development of digital communication. Finally, it define othe basic terms like 'engagement', 'social media', among others. Third chapter describe hypothesis and operationalization of the variables. Chapter 4 have a description of the methodology and instruments´ application such as surveys, observation and analysis prior to this study. A survey of 20 questions to 135 students from the Communications Faculty in Trujillo, students of first and second cycle in the 2014-1 academic semester was applied. Chapter 5 the results are presented. Among the most significant findings of this research is the digital development of private universities communications faculties in Trujillo, students digital communication needs and their use to articulate the relationship with Faculty. Certainly it´s the importance of the presence of the Faculty in Social Networks, because more than half of the students surveyed have internet on their devices, 17% use this device for academic subjects and 49% for communication, the average hours spent online is 7 and their favorite social networks are Facebook, twitter and youtube for videos. Chapter 6 explains the professional approach applied, five tactical actions are proposed and summarized in an editorial calendar for social networks of the Communications Faculty. These tactical actions are: "App Communicator" means publishing articles about communication themes on the Faculty website; "Photo UPN" contains a selection of the best student´s photographs and dissemination in albums; "Trivia Communicador" contest exposes simple questions about specialized areas; "Movie Quotes" publish the best lines of films and novels; and "UPN Informa" gives an informative video. Finally, conclusions and recommendations. The main conclusion is that effective communication strategies and digital social networks can contribute and are a way to articulate the relationship with I and II cycle students. At the same time, good online reputation is reflected in the Faculty image. It´s important that digital strategies involve students, so the knowledge acquired in the classroom transforms into tangible products and digital communication. The most important recommendations are that digital communication strategies need to be implemented, monitored and continue. Furthermore, it is recommended that offline activities be complement with digital strategies and social networking presence.
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