Impacto de la comunicación estratégica en la imagen institucional de la Universidad Técnica de Babahoyo Extensión Quevedo, año 2021
| dc.contributor.advisor | Navia Alava, Jaime Gerardo | |
| dc.contributor.author | Delgado Alcivar, Johan Libardo | |
| dc.date.accessioned | 2021-12-07T14:00:57Z | |
| dc.date.available | 2021-12-07T14:00:57Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/11023 | |
| dc.description | Strategic communication is essential to publicize the institutional, political, administrative and even technological values of an institution, in such a way as to create successful communication between the individual and the organization. The use of strategic communication not only focuses on communicating the situations that occur or are related to an institution with the aim of improving or ensuring its image, but it also seeks to transform the scenario of the problem, taking advantage of the actors, objects and facts related to the problem to achieve and adequate solution. The institutional image refers to the identity and character of and institution, so the importance is undeniable to the point that the entire organization has a department or plans to preserve or improve it to the generate better social acceptance. If the institutional image deteriorates, it could be identified as a social collapse. Taking care to ensure the positive development of an institution with respect to its image, the correct handling of the communication strategy is appropriate. | es_ES |
| dc.description | Strategic communication is essential to publicize the institutional, political, administrative and even technological values of an institution, in such a way as to create successful communication between the individual and the organization. The use of strategic communication not only focuses on communicating the situations that occur or are related to an institution with the aim of improving or ensuring its image, but it also seeks to transform the scenario of the problem, taking advantage of the actors, objects and facts related to the problem to achieve and adequate solution. The institutional image refers to the identity and character of and institution, so the importance is undeniable to the point that the entire organization has a department or plans to preserve or improve it to the generate better social acceptance. If the institutional image deteriorates, it could be identified as a social collapse. Taking care to ensure the positive development of an institution with respect to its image, the correct handling of the communication strategy is appropriate. | es_ES |
| dc.description.abstract | La comunicación estratégica es fundamental para dar a conocer los valores institucionales, políticos, administrativos e incluso tecnológico de una institución, de tal manera que se logre crear una comunicación acertada entre el individuo y la organización. El uso de la comunicación estratégica no solo se centra en la de comunicar las situaciones que ocurren o estén relacionadas a una institución con el objetivo de mejorar o asegurar su imagen, sino que busca transformar el escenario de la problemática, aprovechando los actores, objetos y hechos relacionados al problema para lograr una solución adecuada. La imagen institucional se refiere a la identidad y carácter de una institución por lo que importancia es innegable a tal punto que toda organización tiene departamento o planes que permitan conservarla o mejorar para generar una mejor aceptación social. Si la imagen institucional se deteriora se podría identificar como un hundimiento social. El cuidado para asegurar el desarrollo positivo de una institución en lo que se respecta a su imagen, resulta apropiado el correcto manejo de la comunicación estrategia. | es_ES |
| dc.format.extent | 32 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Comunicación estratégica | es_ES |
| dc.subject | Imagen institucional | es_ES |
| dc.title | Impacto de la comunicación estratégica en la imagen institucional de la Universidad Técnica de Babahoyo Extensión Quevedo, año 2021 | es_ES |
| dc.type | bachelorThesis | es_ES |
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