Abstract:

In March 2009, at the Faculty of graphic design of Universidad Popular Autónoma del Estado de Puebla, started a research project applied to a specific situation that aroused the interest of the Academy: the need to strategically reposition the educational degree graphic design direct and indirect audiences. Taking as its starting point the concept of graphic design as a persuasive communication technique, we detected the need for an intervention that, being consistent with our view of design, should be highly persuasive.
The theoretical framework consisted of the code theory and production of Umberto Eco, marketing and positioning according to Kotler, Malhotra, Ries and Trout, and rhetoric of Perelman.
The initial hypothesis is as follows: a program for strategic repositioning of the degree in graphic design UPAEP, encourage the perception of the concept of the profession in the minds of their audiences directly and indirectly.
The implementation of the project allowed to achieve several objectives:
The development of a methodology that would link students in graphic design with marketing students in interdisciplinary work from the classroom, promoting their integration into a real intervention project in the interaction of various figures developed different roles according to their training. This allows the student to learn to appreciate different perspectives from which analyze and solve a problem, enabling them to work as a team.
Help students to appreciate the value of applied research as a fundamental tool for solving problems in the professional field through a project that actively participates and provides conclusions of value for decision making and strategy generation.
Get a product of applied research: a comprehensive strategic communication program.
This work allowed me to develop working strategies to make connections between my tenure as a teacher, designer and marketing doctoral student in establishing a unifying approach focused on efficiency in the management of intellectual resources, economic, and technical.

Keywords:

Applied research, interdisciplinarity, graphic design, positioning.