Medición y Evaluación en Comunicación Estratégica. Caso de estudio: Cooperativa de Ahorro y Crédito “Textil 14 de Marzo” Ltda

Abstract

The main objective of this paper is to analyze the process of strategic communication planning, based in Model for Measurement and Evaluation in Strategic Communication, on the case of the Cooperativa de Ahorro y Crédito “Textil 14 de Marzo” Ltda., for this purpose we used a semi-structured interview based on the Management Communication Bridge, which offers a built from a set of criteria organized into three integrated phases together, these matrix phases are: strategic, tactical and operational. In the Cooperative there is no a Communication Department, but performs these functions the Department of Marketing, where the conclusion was obtained at the end of this research, that even if there is a direct relationship between the Strategic Plan of the Cooperative and the Strategic Plan Department of Marketing, the company does not meet the analysis variables for the implementation of the Plan, and does not perform the necessary measurements to establish the results at the end of the period. That is why in the end I made a proposal for improvements that should be implemented in the company.