Medición y evaluación en comunicación estratégica. Caso de estudio: Arcor

Abstract

This research summarizes the analysis of the strategic planning process in communication from the model "Bridge Communication Management" company Arcor SA, for which the communication program called "Comprehensive Plan for Sustainable Communication" released in 2013 was analyzed. The measurement and evaluation model known as Communication Management Bridge is based on three phases: evaluation planning (strategy), the design of measurement (tactical) and the actual measurement (operational). These phases allow the communication manager to get the results needed to know if the strategy and / or communications plan implemented contributes to organizational objectives and therefore can talk about effective management and efficient communication. The research was conducted through a design exploratory and descriptive, by applying a methodology of case study. For this qualitative methodological type, which includes the distribution of document analysis techniques combined; semi-structured interviews and direct observation in the case. In this sense, the research design is structured on the basis of proposed objectives and study variables in this case are: communication, strategic planning, evaluation and organizational objectives.