Medición y evaluación en comunicación estratégica. Caso de estudio: Marcimex S.A.

This project titled Measurement and Evaluation in strategic communication was the object to analyze the Communication Plan "Level of understanding" of the company Marcimex, of this year. For this, first it ran a complete document analysis, whereby the fundamental theoretical basis for the development of the project itself was obtained. Subsequently, a semistructured interview based on Bridge Management Communication Model proposed by Dr. Alejandro Alvarez Nobell was applied, whereby, it managed to get all the data regarding the implementation of Plan studied. From this, it was determined that the communication is considered a hub for activities Marcimex, but that the current internal communication plan, has not obtained all desired results. For this reason, it is important to create and send a clear and direct message for the staff of the company and applying tools to be most effective and objective assessments for the relevant thereto. The respective recommendations or suggestions for improvements to the strategic communication and be more effective were structured according to the phases of the above model.

• Main Author: Zhindón Pacheco, Alicia Catalina (author)
• Format: bachelorThesis
• Language: spa
• Published: 2014
• Subjects: Administración de empresas; Organización empresarial; Comunicación organizacional; Licenciado en asistencia gerencial y relaciones públicas – Tesis y disertaciones académicas
• Online Access: http://dspace.utpl.edu.ec/handle/123456789/11258