The technological convergence in the organizational communication management of the Majibacoa Municipal University Center

Abstract

Technological convergence in the organizational communication management of the Majibacoa Municipal University Center is presented as a key strategy for modernizing internal and external communication processes, through optimal interaction among teachers, students, administrative staff, and the community. This approach integrates digital tools such as collaborative platforms, websites, social media, and content management systems, enabling greater efficiency in the dissemination of information and in decision-making. Furthermore, it strengthens institutional positioning and engagement with the local environment. However, its implementation faces challenges such as the digital divide, the need for training, and secure data management. The article analyzes how technological convergence can transform organizational communication in the university context by implementing actions to overcome its challenges and maximize impact. For this, the research process utilizes theoretical-level methods such as analytical-synthetic and inductive-deductive, as well as empirical-level methods, such as the analysis and critique of sources and observation. It is confirmed that the adoption of these technologies not only improves institutional management but also contributes to local development by promoting a more connected, innovative higher education aligned with the demands of today's digital society. The study offers a reference framework for similar institutions seeking to integrate technology into their communication processes.