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La Maestría en Comunicación de Marca es de profundización. El rigor científico con que se aborda cada temática permite que el maestrando no sólo desarrolle capacidades para la resolución de conflictos en su área de conocimiento, sino que lo lleva al desarrollo de un pensamiento crítico y analítico que le permita abordar diferentes situaciones con niveles de complejidad superiores, alcanzando resultados de alto impacto en el entorno que afecte.

El Maestrando empieza un primer semestre en donde se ocupa de la estructura fundamental de la marca, luego pasa a un segundo semestre que tiene como tema principal la estrategia de marca, para enlazar con un tercer semestre que se ocupa de la comunicación de marca propiamente dicha, finalmente, en el cuarto semestre, además de finalizar su proyecto de grado, se estudia la gestión de la comunicación de marca.

La estructura curricular que se propone para satisfacer la formación del Magíster en Comunicación de Marca (presencial) sería la siguiente:

NIVEL

MÓDULO

CRÉDITOS

HORAS TOTALES

SEMESTRE I

Mercadeo I

2

96

Administración de Marca

2

96

Innovación, Lenguaje y Creatividad

1

48

Fundamentos Psicológicos de la Marca

2

96

Planeación e Investigación de Marca I

2

96

Herramientas Tecnológicas

1

48

Electiva I

2

96

Total Créditos

12

576

NIVEL

MÓDULO

CRÉDITOS

HORAS TOTALES

SEMESTRE II

Mercadeo II

2

96

Branding Estratégico

2

96

Creatividad Estratégica

2

96

Comunicación de Marca

2

96

Planeación de Medios

2

96

Legislación de Marca

2

96

Total Créditos

12

576

NIVEL

MÓDULO

CRÉDITOS

HORAS TOTALES

SEMESTRE III

Creación de Marca

3

144

Comunicación Publicitaria

2

96

Comunicación Digital

2

96

Investigación de Marca II

3

144

Electiva II

2

96

Total Créditos

12

576

NIVEL

MÓDULO

CRÉDITOS

HORAS TOTALES

SEMESTRE IV

Auditoría de la Comunicación

2

96

Investigación de Marca III

2

96

Electiva III

2

96

Proyecto de Grado

6

288

Total Créditos

12

576

TOTALES MAESTRÍA

48

2.304

El trabajo de grado constituye un espacio de formación en investigación para estudiantes de algunos pregrados y especializaciones y para la totalidad de las maestrías y doctorados.

Los trabajos de grado podrán desarrollarse en el marco de un proyecto de investigación registrado en el banco institucional o de forma independiente por el estudiante. En el primer caso, podrá originarse por la vinculación como maestrando; la propiedad intelectual corresponderá a las entidades financiadoras del proyecto. En el segundo caso, se garantiza la articulación con las líneas de investigación de los programas bajo la guía de un asesor, tutor o director; la financiación corre por cuenta del estudiante y la propiedad intelectual es suya.

La Maestría en Comunicación de Marca está cimentada en el campo de la profundización, este enfoque se desarrolla a través de las líneas de investigación de nuestros grupos. Este campo, llamado Mediación y procesos comunicacionales, es el resultado de una trayectoria investigativa de más de una década, representada en múltiples proyectos de investigación, en los productos derivados de ellos, en las publicaciones realizadas por nuestros docentes investigadores y en la diversidad de enfoques teóricos y metodológicos explorados y desarrollados, los cuales respaldan un desarrollo y un potencial significativos en el acercamiento a diversos objetos de estudio, en la producción de conocimiento e incluso en la extensión de la investigación.

Dicho campo está organizado en siete líneas de investigación, algunas de las cuales se fundamentan en los programas de pregrado de la Facultad y otras son transversales a estos. La Maestría toma cada una de esas líneas y las asume también como propias. Así las cosas, el campo y las líneas de investigación de la Facultad, son las mismas que ahora recoge la Maestría en Comunicación de Marca. Como consecuencia de lo anterior, la definición de estas líneas de investigación garantiza la especialización de los investigadores en unas problemáticas determinadas, la visualización de unos ámbitos en los cuales profundizar gracias a la acumulación de un capital de conocimiento y la construcción de agendas para los grupos enmarcadas en los dominios que se vienen explorando.

Entendiendo que si bien la comunicación puede ser abordada desde diversas perspectivas, también es necesario reconocer su carácter estratégico. Esta visión se constituye en un elemento diferenciador de nuestra Maestría, el cual está presente en toda nuestra tradición investigativa. Así, dentro de nuestra Facultad, tanto los programas de pregrado como los de posgrado, se fundamentan en esta característica de la comunicación y los proyectos de investigación que se han desarrollado a lo largo de nuestro devenir, han sustentado esta visión.

Líneas de Investigación:
Comunicación corporativa
Cultura audiovisual
Comunicación persuasiva en procesos socio-culturales
Entornos virtuales
Discurso y comunicación
Industrias culturales y creativas
Comunicación y procesos socio-culturales

MASTER IN COMMUNICATION
COLOMBIAN HIGHER EDUCATION DATA SYSTEM CODE (SNIES): 90456
Approved by Resolution: 2712 of April 16, 2010
Approval Renewed by Resolution: 13053 of August 13, 2014
Degree Granted: Master in Communication
Duration: 4 semesters
Modality: on-campus
Coordinator of the Master's program:
Carlos Berrios Meneses
3405487
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PROGRAM DESCRIPTION:

Our Master in Communication program is focused on studying strategic communication and its influence on fields in public private political cultural fields and education. Furthermore, this program trains researchers who with discipline and scientific rigor can address, intervene and resolve communication problems in different organizations and in their relation with different kinds of audiences and society.

DESIGNED FOR:

This program is designed for professionals with degrees in the fields of communication, social science or business, or applicants interested in improving their scientific research skills, to resolve communication problems in different organizations.

PROFESSIONAL PROFILE:

Universidad de Medellin Master in Communication Professionals, will acquire argumentative strategic communication skills knowledgeable of public, private, political, cultural fields and education. They are trained to conduct research with discipline and scientific rigor, to work as higher education communication professors, and intervene in communication plans, programs, processes and management in every kind of organization.

SCHEDULE:

Thursday from 6:00 p.m. to 10:00 p.m.
Friday from 6:00 p.m. to 10:00 p.m.
Saturday from 8:00 a.m. to 12:00 m.

ACADEMIC PROGRAM

LEVEL 1

 

Communication Paradigms

3

Cultural and Creative Industries

2

Corporate Communication and Public Relations

2

Virtual Environment Communication and Education s

2

Research I

3

 

12

At the end of the first level in this program, and in accordance with student’s academic and research interests, they will choose a course for Emphasis I and Emphasis

II including the following options: Corporate Communication and Public Relations; Cultural and Creative Industries; and Virtual Environment Communication and Education 

LEVEL 2

 

Strategic Communication I

2

Corporate branding

2

Emphasis I

3

Elective I

2

Research II

3

 

12

 

LEVEL 3

 

Strategic Communication II

2

IT Mediations and Digital Strategies

2

Emphasis II

3

Elective II

2

Research III

3

 

12

 

LEVEL 4

 

Strategic Communication III

2

Research Support Seminar

2

Elective III

2

Final Project

6

 

12

In the Research Support Seminar, a Students' Final Project is developed, and it can be conducted in two modalities: master's co-researcher or an individual project. In the first modality, students will work in one of the studies funded by the University and with one of the School's Research Groups. In the second modality, students will conduct an individual project supported by their advisers and the Communication Research Center.

RESEARCH:

Our Master in Communication program has been based on a research process that has been developed by School of Communication at Universidad de Medellin over 15 years of history. It is also supported by five research groups recognized by Colciencias: Communication, organization and CO-OP policy; E-virtual; Greco, Eca and Holographic.

RESEARCH FIELDS:

Master in Communication is based on research groups that have been developed in our groups' research lines. This field is called Mediation and Communication Processes and it is a result of more than 10 years of research, represented by multiple research projects, products derived from them, by our faculty members' publications, and in different theoretical and methodological approaches. These approaches have been explored and developed in these processes, which endorse a significant development and a potential proximity to different objects of study, by a production of knowledge and even by research extension.

This field is organized into nine research lines, some are based on undergraduate educational programs and other are cross-cutting themes. This Master 's program takes each line and assumes them as part of this program. Thus, these research fields and lines are part of Universidad de Medellin's Master in Communication program. Because of the above, the definition of these research lines guarantees researchers' specialization in determinate issues, the visualization of some fields which must be studied in accordance with the accumulation of their knowledge capital and the creation of agendas for the research groups framed in domains they have been explaining.

Understanding that communication can be addressed from different perspectives and it is necessary to acknowledge its strategic nature. This vision is a distinguishing feature of our program, which is present in all our research tradition. In this order, in our School, all undergraduate and specialization programs are based on this communication characteristic and on the research projects that have been developed in our history, have supported this vision.

RESEARCH LINES OF ACTION:

Corporate Communication and Public Relations
Cultural and Creative Industries
Virtual Environments
Virtual Education
Audiovisual Culture
Persuasive Communication in social and cultural processes
Communication and social and cultural processes
Communication and Youth Cultures
Discourse and Communication

FINAL PROJECT MODALITIES:

Because the objective of this Master's program is to train researchers in communication, students in this program must conduct a research project applying all learned knowledge during this Master's program. There are two modalities for Students' Final Projects, in the first modality, a student will work on one of the University's funded researches. In this modality, a student must actively participate in a School Research Groups and with an assigned faculty member of the project. In the second modality, a student will conduct an individual research project supported by his adviser and Universidad de Medellin's Communication Research Center as a guideline for methodological aspects belonging to research work.

INVITED LEADER PROFESSORS

Antonio Roveda Hoyos
Dean of the School of Communication Science at Universidad Sergio Arboleda. He is a Ministry of National Education academic peer who advises and evaluates a. He holds a Ph.D. in Political Science and International Cooperation, Complutense Universidad de Madrid and a Corporate Communication Specialization, Universidad Externado de Colombia.

Olga Vallejo Murcia
She holds a doctoral degree in Literature, Moscow State Pedagogical University She is a professor in the Master's program in Colombia Literature. -at Universidad, de Antioquia. She is a cofounder of a research group named Colombia: word traditions (in Spanish, tradiciones de la palabra). She is the General Coordinator of SILC – Colombia Literature Information System, and a Research faculty member at Universidad de Antioquia and an Assistant to the Research Vice-president's office at Universidad de Antioquia.

Master's program Coordinator:
Carlos Berrios Meneses
(574) 3405487
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Código SNIES: 108682

Resolución de Registro Calificado: 014768 del 17 de diciembre de 2019
Título que otorga: Magister en Comunicación de Marca
Duración: 4 semestres
Metodología: Presencial
Modalidad: Profundización
Número de créditos académicos: 48
Valor Semestre: Consultar la vigencia para el año en curso (Si eres egresado de la Universidad de Medellín, tienes un 20% de descuento en la matrícula)
* La apertura de la maestría dependerá del número de estudiantes matriculados.

Coordinadora de la Maestría:
Diana Catalina Londoño Muñoz
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La Maestría en Comunicación de Marca, metodología presencial, cuenta con una visión estratégica de la comunicación y de gestión de la información, que le permite a sus egresados intervenir en procesos de planeación, creación y desarrollo de estrategias de comunicación de marca en todo tipo de organización social, cultural, educativa, de productos o servicios, pública o privada.

Dirigida a:
- Profesionales graduados en Comunicación Gráfica Publicitaria, Comunicación Publicitaria, Publicidad, Comunicación Corporativa y RR.PP., Comunicación Audiovisual, Comunicación Social, Periodismo, Marketing (también denominado Mercadeo), Diseño, Ciencias Económicas y/o Ciencias Administrativas.
- Profesionales que trabajen en agencias de Branding, agencias de publicidad, agencias de medios, consultoras de investigación de mercados, consultoras de marca, departamentos de Marketing y/o Comunicación dentro de empresas u organizaciones sociales, culturales, educativas, de productos o servicios, públicas o privadas; empresarios y/o microempresarios, que quieran profundizar en el proceso de planificación de la comunicación de marca y que tengan un título de grado universitario.

Perfil del egresado:
Se denomina Magíster en Comunicación de Marca al profesional posgraduado que cuenta con las competencias estratégicas, investigativas, argumentativas y comunicacionales, para planificar, gestionar y supervisar los diferentes espacios de comunicación entre una marca y sus públicos, de manera integral y con innovación y eficacia, en función de las necesidades de la organización y del mercado.

Contará con valores y conocimientos que le permitirán desenvolverse en todo tipo de organización social, cultural, educativa, de productos o servicios, pública o privada; con respeto, criterio, pensamiento creativo y estratégico, poder de decisión y negociación. Será un líder positivo, con visión internacional, que desde su énfasis en comunicación, será capaz de afrontar, gestionar y apoyar las etapas del proceso de construcción de una marca.

Perfil ocupacional: 
Con el título de Magíster en Comunicación de Marca, el egresado tendrá una visión estratégica en la planificación de la comunicación de marca y podrá desempeñarse profesionalmente como:
• Planificador estratégico de marca, en la construcción de planes de marca y planes de desarrollo de marca.
• Jefe de marca, Director de cuenta, Planner o Brand Content Manager, donde es creador y estratega de planes de comunicación y de marketing para las marcas.
• Consultor o asesor estratégico de marcas desde el enfoque comunicativo, persuasivo y de marketing.
• Investigador de tendencias de comunicación de marca y/o investigador de marca especializado en las metodologías y herramientas que permiten medir la eficacia de la comunicación de marca y la valoración de las marcas.
• Docente universitario en programas de pregrado y posgrado en áreas afines a la comunicación de marca.



This Masters in investigations focuses on the study of Strategic Communications and its influence in the public, private, political, cultural and educational spheres. With the aim to better investigative abilities, students can participate in research projects financed by the University of Medellin.


We assist a contemporary world that is ever-more complex, connected, and mediated where a multitude of actors with varied interests converge in the same stages. In this world, which some may consider chaotic, the necessity to develop scientific research projects that help understand this complex world and also propose solutions to the myriad of problems that afflict us is evident. In this context, an investigator with a scientific formation that contributes to the public, private, educational, and cultural areas makes himself absolutely necessary. For this reason the Masters in Communications aims to form researchers in the area of communication with scientific thoroughness who can resolve problems in context and excel as professors as well as academic and private-field researchers.

As such, our alumni can adequately practice as directors of communications given their capacities to create or intervene in plans, programs, processes, and management of communication in all types of social, cultural, educational, public, and private organizations.



First Semester

Paradigms of Communication
Corporate Communications and Public Relations
Cultural and Creative Industries
Communication and Education in Virtual Environments
Research I

Second Semester

Strategic Communications I
Positioning and Corporate Branding
Emphasis I
Elective I
Research II

Third Semester

Strategic Communications II
Informatics Mediations and Digital Strategy.
Emphasis II
Elective II
Investigation III

Fourth Semester
Strategic Communications III
Elective III
Research Support Seminar
Research Project

Duration
Four Semesters


A research project defined as a set of articulate and coherent activities aimed at reaching one or several objectives related with the creative generation, adaptation, or application of knowledge. To do so, a defined methodology is followed that oversees the achievement of determined results under limited conditions, resources and time specified in a budget and chronogram.

As such, the student will be able to develop their graduating project as a co-researcher of one of the investigations that is already underway in the interior of the School of Communications.


The lines of the Masters are the same as the research lines of the School of Communications. However, we value the lines of Corporate Communications, Public Relations, Cultural and Creative Industries, Visual Environments, and Virtual Education, turning each of these into our emphasis given the vast research tradition in the School of Communications. Also, students can count on the following: Audiovisual Culture, Speech and Communication, Communication and Youthful Cultures, Persuasive Communication and Communication in sociocultural processes.


Antonio Roveda Hoyos
Social Communicator- Journalist from Universidad Externado of Colombia,
Specialist in organizational communications with a Ph.D. in Political Science
and international cooperation from the Complutense University of Madrid,
Currently the Dean of the School of Communication Sciences of the Sergio Arboleda University.

Johana Barreneche
Ph.D. in Social Sciences and Magister in Political Science from the Estadual University of Campinas, social communicator- journalist with an emphasis on education for social mobility. She has worked as a professor in the areas of communication, and social sciences as well as an investigator in topics related with citizenship, gender, mobilization and social participation, the displacements of refugees of the armed conflict, thought, laughter, and contemporary psychoanalytical theories. She is currently a full-time research professor in the University of Medellin.

Ivan N. Ríos
Ph.D. in communication from the Pompeu Fabra University in Spain, obtaining Cum Laude in his thesis. Professional with more than 15 years of experience in the fields of strategic communications, public relations, marketing, and publicity among others. His experience in professorship and researcher concentrate themselves in the University of Puerto Rico, College of Cinematography, Arts and Television, PR and now as a full-time research professor in the University of Medellin.

Carlos Alfonso López Lizarazo
Social Communicator. Specialist in Dramaturgy, Magister in Education. He is currently Doctoral candidate in Latin American Studies from the University of Chile. Full-time Research Professor in the School of Communications in the University of Medellin. Areas of interest: Comparative Film Studies, Communication Identity and Memory, Cultural and Creative Industries.

María Cristina Pinto
Ph.D. in Communications, Social Change and Development from the Complutense University of Madrid. Social Communicator- Journalist from the Externado University of Colombia. Research Professor at University of Medellin. He has published various book chapters and articles in academic journals, especially in the area of communication and the new technologies of information.

Mónica Marín Pérez
Ph.D. In Social Sciences from the University of Antioquia, Doctorate in Communications, candidate from the University of New Mexico, through a Fulbright Scholarship. Magister in communications from the Pontificia Universidad Javeriana and a bachelors in philosophy from the University of Antioquia. She is currently employed as a full-time research professor in the University of Medellin.

Ángela Piedad Garcés
Historian, Magister in aesthetics: Latin-American urban cultures from the National University of Colombia. Doctorate: Communications- National University of La Plata- Argentina. She is currently employed as an associate professor in the School of Communications at University of Medellin. Researcher in the field of communication and youthful cultures of the research group Communication, Organization, and Politics. The thematic axes of investigation are: youthful cultures and identities, alternative communication, juvenile collectives of investigation. Among her publications one may note: Thinking Communication, Editora (2006), Becoming Man-Woman (2006), Validity and Prospections of Communications- Youths, Identity, and Culture (2009). Us-The Youths. Urban Musical Territories (2010); co-author of the book: Political Participation of Youths (2012), Co-author: Juvenile Collectives of Communications (2013).

Ernesto Pérez Morán
Ph.D. in communications thanks to the thesis "The audiovisual work of Patricia Ferreira from a New Analysis Model", which was evaluated as outstanding Cum Laude by unanimity and awarded "Extraordinary Doctorate". Bachelors in Law from the University of Salamanca and in Audiovisual Communications by the Pontifical University of the same city. Masters in History and Aesthetics of Film from the University of Valladolid. He is currently a full-time research professor in the University of Medellin.

Javier Juárez
Ph.D. in Journalism from the Complutense University of Madrid. Bachelors in Journalism from the European University of Madrid and a Masters in Advances Studies of Communications from the same institution. Has ample professional experience in public communications and journalism in Spain and Latin America. Since 2007 he has developed research projects related to the treatment of women and femicide in Latin America and has published them in media in Spain, Mexico, and The United States of America. He is currently a full-time research professor in the University of Medellin.



Mg. Carlos Berrío
Phone 340 5487
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