Medición y evaluación en comunicación estratégica, caso de estudio Industrias Ales C.A.

This study has two major purposes: (1) to analyse the Strategic Planning Process in Communication from the perspective of the Measurement and Evaluation Communication Management Bridge Model in the internal communication of Industrias Ales C.A. during the year 2013 and (2) to demonstrate that the strategic planning related to communication including the role of measurement and evaluation of results allows determining the contribution of communication to the management objectives of the organizations. The research was narrowed down in an exploratory and descriptive design, applying a methodology of case study, where qualitative data were analyzed. On the basis of the results of this research, it can be concluded that: • To study the general and specific aspects of Industrias Ales C.A. related to communication, methodological steps suggested in the Measurement Model were fulfilled. • The strategic planning process of Industrial Ales C.A. 2013, doesn’t contain historical indicators directed to measuring the communication issue; available information does not allow to determine the contribution of the internal communication management to institutional objectives.

• Main Author: Aguirre Clavijo, Michelle Angelina (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/123456789/11244