Track: Business Management

Abstract

This project elaborated and executed a strategic communication plan for the “DYAC” platform in Cuenca for 2021 to generate knowledge and create more user flow and researchers in this platform. There was an analysis of theoretical documents about concepts of communication, elements, types with an emphasis on business communication and related topics such as internal and external communication and conceptualization of the stages for the development of a great communication plan. To achieve this purpose a mixed methodology was used, the information obtained from the interviews, focus groups and surveys researchers from the different universities of Cuenca and fellow students from Universidad del Azuay. The execution of the plan design was satisfactory, the strategies applied have achieved a greater reach in social networks and in the platform.

Keywords
Strategic communication, Strategic communication plan, DYAC, and corpora.