Plan estratégico de comunicación para posicionar la imagen del ministerio de coordinación de los sectores estratégicos ante su público interno y externo

The current project seeks the creation of goals, strategies and actions. This will generate communicational solutions for the Ministry of Coordination of the Strategic Sectors. Once the strengths, weaknesses, threats and opportunities in the organization (FODA Analysis) were identified and a target audience was established, a plan of action and communication goals was determined for each one of them. In order to design an estrategy, the general aspects of the institution were taken into account, as well as its communicational stand. These allowed to determine flaws at management level. Based on the results, a communicational proposal was established with the objective to strengthen the institutional identity, guarantee trust and interaction with the interested parties and project a positive image for the Ministry of Coordination of the Strategic Sectors. The first chapter discusses how the Micse management facilitates the improvement of the quality of life of Ecuadorians nation wide, especially for the communities neighboring strategic projects which influence the economic, social and environmental development of the country. The second chapter explains the main groups of interest for the Ministry and how, through the integral management of communication, the Ministry facilitates the compliance, participation and involvement for the main groups of interest in order to generate changes that benefit the sustainability of the Ministry of Coordination of the Strategic Sectors. The third chapter presents the methodology proposed for the development of the current project through the gathering of quantitative and qualitative data, taking into account the variables of identity, culture and corporate image of the Ministry of Coordination of Strategic Sectors. Finally, chapter four consists of the analysis of the FODA, the establishment of general and specific goals, determination of relevant audience, strategies, tactics and actions, the development of an estimated budget and schedule and the appointing of responsible parties to project the image of the Ministry of Coordination of the Strategic Sectors to its internal and external audience.

• Auteur principal: Monge Márquez, Pablo Alejandro (author)
• Format: masterThesis
• Langue: spa
• Publié: 2015
• Sujets: PLAN ESTRATÉGICO; COMUNICACIÓN; IDENTIDAD INSTITUCIONAL
• Accès en ligne: http://dspace.udla.edu.ec/handle/33000/4501