Planificación Estratégica en Comunicación. Caso de estudio Empresa Unilever Andina Ecuador S.A /

Abstract

The research on Strategic Communication Planning. Case study Unilever Andina Ecuador S.A of the city of Machala. It is a process of data collection staff of this Company, to analyze, through the application of Model Measurement and Evaluation in Strategic Communication "Communication Management Bridge" the most important communication program conducted during 2013; and the contribution to the objectives of this Company. The investigation began with a literature study to draft the conceptual theoretical framework, which allowed a comprehensive understanding of the topic. The methodology was oriented in the qualitative paradigm, with a corresponding exploratory and descriptive approach, including document analysis techniques; semi- structured interviews and direct observation. The case study methodology where certain variables based on the chosen assessment model was used were analyzed. The results of the field research are presented through tables with the conclusions and the recommendations to the respective suggestions, which will be presented for consideration by the directors of the Company OBSA for your application.