Medición y evaluación en comunicación estratégica caso de estudio Universidad Católica Santiago de Guayaquil

Abstract

The measurement and evaluation of the strategic communication is necessary to be able to possess pertinent information about the fulfilled management, in order to identify opportunely failings and weaknesses that give step to plans of improvements that allow to reach a major performance. His development needs of a structure rested on diverse instruments and tools, promoting the availability of an updated diagnosis that gives step to the fulfillment of actions that do of the communication a process booster of the institutional growth. The present investigation has been developed in the Catholic University Santiago of Guayaquil, where his conscious executives of the importance of the communication, have implemented the Direction of Communication and Marketing, which fulfills a set, which fulfills a set of programs orientated to improving the positioning of the academic units. By means of the application of a model of evaluation, there could be identified a series of strengths and weaknesses, with which there was obtained a diagnosis that allows to reorganize internal factors to reach a major performance and to strengthen the communication, promoting a better relation between the strategic aims, the plans of improvements and the fulfilled programs.