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Tipo de material : masterThesis
Título : Plan estratégico de comunicación para el fortalecimiento de la imagen corporativa de la Universidad de Otavalo
Autor : Paredes de la Bastida, Maira Luisana
Tutor : Egas Paredes, Gioconda Gabriela
Palabras clave : PLANEACIÓN ESTRATÉGICA;IMAGEN CORPORATIVA;GESTIÓN ESTRATÉGICA
Fecha de publicación : 2018
Editorial : Quito: Universidad de las Américas, 2018
Citación : Paredes de la Bastida, M. L. (2018). Plan estratégico de comunicación para el fortalecimiento de la imagen corporativa de la Universidad de Otavalo (Tesis de maestría). Universidad de las Américas, Quito.
Resumen : La investigación Plan estratégico de comunicación para el fortalecimiento de la imagen corporativa de la Universidad de Otavalo tiene como propósito conocer el estado actual de la imagen corporativa de la Universidad de Otavalo con base en la percepción de sus públicos de interés...
Descripción : The research Strategic communication plan for the strengthening of the corporate image of the University of Otavalo has the purpose of knowing the current state of the corporate image of the University of Otavalo based on the perception of its stakeholders. This research constitutes a contribution to increase the level of institutional notoriety. The work was based on the quantitative-deductive method. For its development, the external and internal public was focused. External, 3,253 students of the third year of baccalaureate of the school institutions of Cayambe, Otavalo, Cotacachi, Antonio Ante and Ibarra, to whom a survey was applied with structured questions “Likers” type to know how the students, impact the communicational actions of the university in favor of their image and of the academic offer. As for the people inside, 12 departmental leaders and career directors participated in a focus group, and academic and administrative authorities, such as the Chancellor - founder of the Otavalo University, presented the institutional trajectory, successes, risks and improvements through in-depth interviews. The data obtained was processed, exposed in a percentage and graphic way, while it was analyzed to generate inferences about reality. The investigation allowed the University of Otavalo to know that it has a low level of notoriety in its public interest, due to the absence of a policy of value, added to that, communication favors the academic offer of careers and services to students and society in general. It does not promote an admission campaign that guarantees the recruitment, monitoring and control of students, before and during the academic training process. The low reputation of the institution also affects the internal public who are limited to the fulfillment of their activities in the specific management assigned. By not contributing beyond the assigned functions the organizational culture does not evolve, nor the climate of services that also translate image. On the other hand, by applying the SWOT matrix (Strengths, Opportunities, Weaknesses and Threats) an analysis of the current situation was carried out, prioritizing internal and external academic and social factors that allowed us to propose several communication strategies, and thus alleviate the identified problems. These strategies are framed within the Strategic Communication Plan that constitutes a solid proposal to favor the participation of members of the diverse interest groups of the higher education institution of Otavalo, and that at the same time consolidates those attributes that make it unique in Imbabura Based on Joan Costa’s model on the management of relationships through interventions: organizational, institutional and marketing; The present work will show the need for the University of Otavalo to have a strategic and prospective vision Dircom, which adds value to the institutional daily management of intangibles.
URI : http://dspace.udla.edu.ec/handle/33000/10617
Aparece en las colecciones: Maestría en Dirección de Comunicación Empresarial e Institucional

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