Medición y evaluación en comunicación estratégica en la Universidad del Azuay

Abstract

This investigation aims to make a contribution for professionals in organizational communication transcendental understanding, that the Strategic Planning and Organizational Communication Management unison are forged from a systemic view; and in particular, the importance of evaluation as one of the stages of strategic planning in communication . The communication management “Correspondent Program " is analyzed at the University of Azuay, taking as example the Communication Management Bridge model for measurement and evaluation. The literature discusses theoretical support communication from a strategic perspective and impact on the results of its management, with the empirical demonstration through qualitative research is exploratory and descriptive angle conducted through semi-structured interviews level of management and operation, it was determined that , although there is a direct correlation between program objectives and institutional, that the controls of a macro - strategic level does not allow direct monitoring program operation. And, for the program itself, it is recommended to strengthen the evaluation criteria in order to get results that provide important decisions.