Medición y evaluación en comunicación estratégica – caso de estudio Cuerpo de Ingenieros del Ejército.

Abstract

At present, strategic communication planning is a very important issue because it could be summarized in a process that involves obtaining results through the use of tools and procedures, so they can be analyzed; these can be cleverly considered in the design of an action plan by professional personnel in the area of communication, which can achieve the goals of the organization. The Army Corps of Engineers to be clear about the organizational model, developed its 2013 Marketing Plan, a document that summarizes the activities planned and executed by the Department of Social Communication. Therefore, this research can verify how the theory applies to real life a further institution become a research tool for future generations. Definitely, the knowledge of pupils and students of the Universidad Técnica Particular de Loja, is fully benefited from this research, it has allowed them to exploit their abilities and skills to develop successfully.