Comunicación externa para el posicionamiento de la imagen corporativa de EDUBRY asesoramiento académico en el periodo noviembre 2022-marzo 2023

The research evidences the inexistence of an external communication plan. All reception of clients is given in a traditional way by reference from client to client, reducing the possibilities of incursion into other market niches; that is why the objective of establishing an external communication plan design was established in order to position the corporate image of the Edubry Asesoramiento Académico center. The methodology implemented has a qualitative, quantitative and applicative approach, keeping a type of exploratory, descriptive and field research. Taking into consideration the urban population of Guaranda canton, and general manager, from which the sample was derived for the study of 398 people and was evaluated by two survey and interview techniques with the questionnaire instrument and open response question respectively, the information was collected online through the questionpro platform. The results show a low level of external communication and corporate image, with few specific communication resources for the development and transmission of adequate information through posts, posters or advertising videos, which indicates the need for external communication based on the strengths and opportunities of the entity to improve its corporate image. For which it is concluded that the development of an external communication plan that provides a structure for the management of publications and information that is handled to the public, showing actions and strategies that were implemented. KEY WORDS: External communication, corporate image, communication plan.

• Autor principal: Mestanza Naranjo, Esteban Daniel (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2023
• Assuntos: COMUNICACIÓN EXTERNA; IMAGEN CORPORATIVA; PLAN COMUNICACIONAL
• Acesso em linha: https://dspace.ueb.edu.ec/handle/123456789/5873