Medición y evaluación en comunicación estratégica Caso de Estudio Empresa Pública de Fármacos Enfarma Ep
The overall objective of this research was to measure and evaluate the Strategic Communication inside Enfarma EP. In order to fulfill this objective, the evaluation of Communication was presented as a scientific instrument with practical dimension, and the Strategic Communication Plan 2014 was analy...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://dspace.utpl.edu.ec/handle/123456789/11238 |
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Add Tag | Summary: | The overall objective of this research was to measure and evaluate the Strategic Communication inside Enfarma EP. In order to fulfill this objective, the evaluation of Communication was presented as a scientific instrument with practical dimension, and the Strategic Communication Plan 2014 was analyzed; to obtain the results of this evaluation, several proposals were raised, which included activities that enable continuous improvement of strategic communication in Enfarma EP. For the present research a theoretical framework was required for the evaluation of strategic communication, and Bridge Communication Management Model, based on which the respective research work was executed. Regarding executed field research, which included semi structured interviews to the Director of Communications department; all necessary data was obtained to evaluate the above Plan, the results were focused on problems related to the lack of personalization and/or characterization of the management and evaluationof communications. Considering these results, several strategies that would allow Enfarma EP to achieve a fully successful communication have been proposed. |
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