Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia
The purpose of this research work is to analyze the comprehensive communication for the positioning of the corporate image in the municipal GAD of the Valencia canton, which is based on theorists of the comprehensive communication and corporate image variables. The research is framed in the descript...
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| Формат: | bachelorThesis |
| Опубликовано: |
2022
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| Online-ссылка: | http://dspace.utb.edu.ec/handle/49000/11942 |
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| author | Gutiérrez Burgos, Tatiana Carolina |
| author_facet | Gutiérrez Burgos, Tatiana Carolina |
| author_role | author |
| collection | Repositorio Universidad Técnica de Babahoyo |
| dc.contributor.none.fl_str_mv | Sánchez Vidal, Carlos |
| dc.creator.none.fl_str_mv | Gutiérrez Burgos, Tatiana Carolina |
| dc.date.none.fl_str_mv | 2022-05-28T02:27:37Z 2022-05-28T02:27:37Z 2022 |
| dc.format.none.fl_str_mv | 56 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://dspace.utb.edu.ec/handle/49000/11942 |
| dc.language.none.fl_str_mv | es |
| dc.publisher.none.fl_str_mv | BABAHOYO: UTB, 2022 |
| dc.rights.none.fl_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Técnica de Babahoyo instname:Universidad Técnica de Babahoyo instacron:UTB |
| dc.subject.none.fl_str_mv | Comunicación integral Posicionamiento Imagen Campaña |
| dc.title.none.fl_str_mv | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The purpose of this research work is to analyze the comprehensive communication for the positioning of the corporate image in the municipal GAD of the Valencia canton, which is based on theorists of the comprehensive communication and corporate image variables. The research is framed in the descriptive, applied modality, with a non-experimental, transactional, field design, to which the alternative answer questionnaire questionnaire interview instrument was applied. In the analysis, the result was observed, that government institutions plan communication strategies in general, they also use resources consciously, however, they do not plan communication at different levels, nor do they use communication resources in their entirety. On the other hand, it can be inferred that they moderately apply multidirectional ordering as an integrating mechanism. Therefore, the application of the recommendations proposed in this study is suggested. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UTB_848cedb1552e4ed8fb04b7bc072b969c |
| instacron_str | UTB |
| institution | UTB |
| instname_str | Universidad Técnica de Babahoyo |
| language_invalid_str_mv | es |
| network_acronym_str | UTB |
| network_name_str | Repositorio Universidad Técnica de Babahoyo |
| oai_identifier_str | oai:dspace.utb.edu.ec:49000/11942 |
| publishDate | 2022 |
| publisher.none.fl_str_mv | BABAHOYO: UTB, 2022 |
| reponame_str | Repositorio Universidad Técnica de Babahoyo |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Universidad Técnica de Babahoyo - Universidad Técnica de Babahoyo |
| repository_id_str | 0 |
| rights_invalid_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ |
| spelling | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón ValenciaGutiérrez Burgos, Tatiana CarolinaComunicación integralPosicionamientoImagenCampañaThe purpose of this research work is to analyze the comprehensive communication for the positioning of the corporate image in the municipal GAD of the Valencia canton, which is based on theorists of the comprehensive communication and corporate image variables. The research is framed in the descriptive, applied modality, with a non-experimental, transactional, field design, to which the alternative answer questionnaire questionnaire interview instrument was applied. In the analysis, the result was observed, that government institutions plan communication strategies in general, they also use resources consciously, however, they do not plan communication at different levels, nor do they use communication resources in their entirety. On the other hand, it can be inferred that they moderately apply multidirectional ordering as an integrating mechanism. Therefore, the application of the recommendations proposed in this study is suggested.The purpose of this research work is to analyze the comprehensive communication for the positioning of the corporate image in the municipal GAD of the Valencia canton, which is based on theorists of the comprehensive communication and corporate image variables. The research is framed in the descriptive, applied modality, with a non-experimental, transactional, field design, to which the alternative answer questionnaire questionnaire interview instrument was applied. In the analysis, the result was observed, that government institutions plan communication strategies in general, they also use resources consciously, however, they do not plan communication at different levels, nor do they use communication resources in their entirety. On the other hand, it can be inferred that they moderately apply multidirectional ordering as an integrating mechanism. Therefore, the application of the recommendations proposed in this study is suggested.El presente trabajo investigativo tiene como finalidad analizar la comunicación integral para el posicionamiento de imagen corporativa en el GAD municipal del cantón Valencia, la cual se fundamenta en teóricos de las variables comunicación integral e imagen corporativa. La investigación se enmarca en la modalidad de tipo descriptiva, aplicada, con un diseño no experimental, transaccional, de campo., a los cuales se les aplicó el instrumento tipo entrevista cuestionario alternativas de respuestas. En el análisis el resultado se observó, que las instituciones gubernamentales la planifican en forma general las estrategias de comunicación, asimismo utilizan los recursos en forma consciente, sin embargo, no planifica la comunicación en diferentes niveles, ni utilizan en su totalidad los recursos comunicacionales. Por otra parte, se puede inferir que aplican medianamente la ordenación multidireccional como mecanismo integrador. Por lo cual, se sugiere la aplicación de las recomendaciones propuestas en este estudio.BABAHOYO: UTB, 2022Sánchez Vidal, Carlos2022-05-28T02:27:37Z2022-05-28T02:27:37Z2022info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis56 p.application/pdfhttp://dspace.utb.edu.ec/handle/49000/11942esAtribución-NoComercial-SinDerivadas 3.0 Ecuadorhttp://creativecommons.org/licenses/by-nc-nd/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Universidad Técnica de Babahoyoinstname:Universidad Técnica de Babahoyoinstacron:UTB2022-05-28T08:01:06Zoai:dspace.utb.edu.ec:49000/11942Institucionalhttp://dspace.utb.edu.ec/Universidad públicahttps://utb.edu.ec/http://dspace.utb.edu.ec/oai.Ecuador...opendoar:02026-03-21T23:28:35.867167Repositorio Universidad Técnica de Babahoyo - Universidad Técnica de Babahoyotrue |
| spellingShingle | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia Gutiérrez Burgos, Tatiana Carolina Comunicación integral Posicionamiento Imagen Campaña |
| status_str | publishedVersion |
| title | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia |
| title_full | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia |
| title_fullStr | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia |
| title_full_unstemmed | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia |
| title_short | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia |
| title_sort | Estrategia de comunicación integral para posicionar la imagen institucional del GADM del cantón Valencia |
| topic | Comunicación integral Posicionamiento Imagen Campaña |
| url | http://dspace.utb.edu.ec/handle/49000/11942 |