Proyecto Ascendere: Visibilidad e impacto de la comunicación en la innovación

Abstract

Abstract: The objective of this degree work was to implement communication strategies that position the Ascendere project of the Universidad Técnica Particular de Loja as a benchmark for academic innovation in the internal community of the institution and through tactics to influence the participation of calls for innovation to the teaching staff. This, through the instruments used such as the survey, interview and the analysis of a direct observation record, the type of exploratory research was applied. The results obtained were evaluated, and a strategic communication plan was proposed to implement a strategic communication plan focused on making innovation visible and the participation of the greatest number of teachers in Ascendere bi-annual calls. A corporate identity manual was designed to serve as a guide for brand positioning, identity and values that identify the project. It was concluded by determining that the Ascendere project is currently positioned in the UTPL, but comprehensive planning is required to ensure adequate communication to all audiences.