Estrategias de comunicación de la cultura e identidad corporativa de la constructora Andrade Rodas para que sus públicos reconozcan sus atributos
Since ancient times, communication has been a fundamental and essential part of the human being. At the beginning of the 20th century, various theorists and experts in different areas focused on studying communication in a formal way. Thus, the School of Palo Alto and the Theory of Human Communicati...
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| Format: | bachelorThesis |
| Sprache: | spa |
| Veröffentlicht: |
2018
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| Online Zugang: | http://dspace.udla.edu.ec/handle/33000/8953 |
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Tag hinzufügen | Zusammenfassung: | Since ancient times, communication has been a fundamental and essential part of the human being. At the beginning of the 20th century, various theorists and experts in different areas focused on studying communication in a formal way. Thus, the School of Palo Alto and the Theory of Human Communication that proposes a circular and interdisciplinary vision of communication, in which interaction is a basic premise. With this background, it is feasible to understand Corporate Communication as a strategy that is developed in companies and that is fundamental for the welfare of them. As part of the Corporate Communication, both internal and external intangible assets play a transcendental role. The present work is based on the internal analysis of intangibles, which are identity and corporate culture. In addition, each of these dimensions of Corporate Communication has its own attributes that are those differentiating elements that allow identifying and distinguishing an organization. The objective of this titling work is to formulate the proposal for an internal communication plan for Constructora Andrade Rodas, in which its identity and corporate culture are managed so that its internal public recognizes its attributes. For this purpose, a qualitative and quantitative research was carried out on the populations involved in the case study. Through the obtaining of information, it was possible to identify the communicational needs of the organization, obtaining conclusions and recommendations about the identity and corporate culture and its management in the company. Thus, the proposed communication plan seeks to strengthen the mentioned intangibles through the recognition of attributes by the internal public. The communicational proposal includes the objectives, strategies and pertinent actions, in addition to the execution schedule, necessary budget and proposed evaluation. |
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