AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010
Práctica Académica (Comunicación social - Periodismo) Universidad Católica Popular del Risaralda. Facultad de Ciencias Humanas, Sociales y de la Educación, Pereira, 2010
- Autores:
-
Tabares Duque, Jhonny Alejandro
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2010
- Institución:
- Universidad Católica de Pereira
- Repositorio:
- Repositorio Institucional - RIBUC
- Idioma:
- eng
- OAI Identifier:
- oai:repositorio.ucp.edu.co:10785/8472
- Acceso en línea:
- http://hdl.handle.net/10785/8472
- Palabra clave:
- Rights
- openAccess
- License
- http://creativecommons.org/licenses/by-nc-nd/4.0/deed.es
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AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010 |
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AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010 |
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AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010 |
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AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010 |
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AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010 |
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AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010 |
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AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010 |
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AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010 |
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Tabares Duque, Jhonny Alejandro |
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Tabares Duque, Jhonny Alejandro |
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Práctica Académica (Comunicación social - Periodismo) Universidad Católica Popular del Risaralda. Facultad de Ciencias Humanas, Sociales y de la Educación, Pereira, 2010 |
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Tabares Duque, Jhonny Alejandro2021-08-23T21:02:20Z2021-08-23T21:02:20Z2010Práctica empresaria; CDPECSP243http://hdl.handle.net/10785/8472Práctica Académica (Comunicación social - Periodismo) Universidad Católica Popular del Risaralda. Facultad de Ciencias Humanas, Sociales y de la Educación, Pereira, 2010Este documento contiene el reporte final de la pasantía empresarial que adelanté entre los meses de noviembre de 2009 a abril de 2010 en Pfizer Corporation Hong Kong, la oficina nacional de Pfizer Inc, la compañía farmacéutica más grande del mundo. En el escrito se presenta el análisis del contexto global y local de la compañía en medio de la coyuntura de su reciente adquisición total de Wyeth, otra tradicional y prestigiosa firma farmacéutica estadounidense. Como resultado final se presenta en este trabajo la propuesta de comunicación organizacional para la gestión de las relaciones con la marca Pfizer entre los miembros de la comunidad de estudiantes universitarios de Hong Kong, uno de los grupos de interés determinantes para el posicionamiento local de la empresa como una compañía solidaria y un empleador anhelado/Abstract:This document encloses the final report on the six-month internship that I developed at Pfizer Corporation Hong Kong, a subsidiary office of Pfizer Inc., the world‟s largest pharmaceutical company. The text holds an examination of the organization‟s position in a global and a local context in the midst of the juncture presented by its recent acquisition of Wyeth, another traditional and prestigious American pharmaceutical business. The ultimate result of this paper is the design of a proposal to boost the engagement with the Pfizer brand among Hong Kong university students community, a key group for the local positioning of the corporation as a desired employer and a caring companyUniversidad Católica Popular de RisaraldaUniversidad Católica de Pereirahttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.esinfo:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2AIMING FOR THE YOUTH: A COMMUNICATION DESIGN TO BRING HONG KONG UNIVERSITY STUDENTS CLOSER TO THE PFIZER HK BRAND IN 2010Trabajo de Grado – Pregradohttp://purl.org/coar/resource_type/c_7a1fhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/bachelorThesisinfo:eu-repo/semantics/publishedVersionengPublicationORIGINALCDPECSP243.pdfCDPECSP243.pdfCDPECSP243application/pdf1275954https://repositorio.ucp.edu.co/bitstreams/67d58e52-e1b4-479b-b840-71c854ce99bd/download7abc462c846414b146b7e5a946eafa17MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorio.ucp.edu.co/bitstreams/ba1b1321-8c9f-416b-ba2c-1a6b04bc0ebd/download8a4605be74aa9ea9d79846c1fba20a33MD52TEXTCDPECSP243.pdf.txtCDPECSP243.pdf.txtExtracted texttext/plain95051https://repositorio.ucp.edu.co/bitstreams/39a45195-884a-41b9-bbf0-7e4d83eb49ea/download77a1aaefa57884438a18ad3dbb7739b6MD53THUMBNAILCDPECSP243.pdf.jpgCDPECSP243.pdf.jpgGenerated Thumbnailimage/jpeg7293https://repositorio.ucp.edu.co/bitstreams/89dd6dd8-8b5d-4ffa-9500-60e7c6a1a43b/download9d7f9fec79b9e9cb6725bed6c454cfecMD5410785/8472oai:repositorio.ucp.edu.co:10785/84722025-01-27 17:17:21.511http://creativecommons.org/licenses/by-nc-nd/4.0/deed.esopen.accesshttps://repositorio.ucp.edu.coRepositorio Institucional de la Universidad Católica de Pereira - RIBUCbdigital@metabiblioteca.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 |