Communication Strategy Of The State-University-Business Committee Of The Jaime Isaza Cadavid Colombian Polytechnic On Social Networks

Abstract

In the knowledge society, universities seek to be at the forefront in terms of educational quality and therefore, in their mission, they seek to establish bridges between knowledge and economy, which poses multiple challenges. In this context, the University-Business-State Committee (CUEE) of the Jaime Isaza Cadavid Colombian Polytechnic (PCJIC) faces a significant challenge in terms of its positioning and reach, defined by the lack of consolidated and diversified marketing strategies. The absence of a well-defined communication strategy reduces its ability to attract new students, which is its main objective, in addition to clearly communicating its value propositions. To address this challenge, the objective is to design a communication strategy for the participation of the CUEE in the polytechnic's social networks, from the analysis of communication needs, the identification of useful educational content and the development of a content guide.