Comunicación Social

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894

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Subject: search.filters.subject.IMAGEN INSTITUCIONAL

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Now showing 1 - 6 of 6
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    La gestión de la comunicación e imagen institucional del GAD Municipal de Pelileo (2024)
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Balladares Torres, Evelyn del Tránsito; Guamán Guadalima, Nelly Gabriela
    With the purpose of strengthening communication so that it is effective, transparent and clear, the general objective of this research work was to analyze the management of communication in the Decentralized Autonomous Government of Pelileo. Addressing communication is necessary so that public institutions manage friendly forms of communication with their internal and external audiences, in order to guarantee that information is not distorted and does not become misinformation. Likewise, institutional communication currently goes through a series of epistemological and praxis changes, due to global phenomena that have changed the objects of study of this type of communication to be located within a corporate-institutional sphere. For this purpose, a qualitativequantitative methodology was developed, which focuses on the application of surveys to officials (three participants) who work in the Communication Unit, in addition to the application such as the interview aimed at citizens (three hundred and eighty-two participants). The results of the interview with the officials determined that the lack of professionals in the area of communication is a problem within the work team, and also on the part of citizens, it is necessary that the entity have better management of its social networks, because through this they can be informed directly. The main results of the survey highlighted that the use of social media such as Facebook is the platform through which the community interacts most frequently to find out about different activities, communication products, the type of information, the transparency of the administration in management. In another situation, the community of Pelileo’s survey suggests starting points such as quality communication products, greater citizen participation, clear and direct information, and better content management that the communication unit could implement to strengthen communication management
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    Comunicación Organizacional e Imagen Corporativa del negocio Stylo Propio Ltda.
    (Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-12) Chacha Sanunga, Wendy Katerine; Ortega Arcos, Wagner Enrique
    This research work analyzes the organizational communication and corporate image of the Stylo Propio microenterprise in order to determine the shortcomings that it presents in its corporate image and organizational communication and through this determination propose communication strategies to strengthen entrepreneurship. This study was carried out from March to June 2022, during which time it was possible to monitor the business and its different areas in order to develop the research based on a technical-scientific process. The fundamental objective of this research is to identify the main problems that the Stylo Propio business has in terms of its institutional image and the internal communication it manages, therefore, in this research project it examines each area that makes up the image of the business to know how It is projected to its target audience, analyzing it from the inside out. The tools that allowed obtaining general and conclusive data was the content analysis where it was possible to study each of their social networks such as: Facebook and TikTok in order to determine their level of impact on networks, in addition a survey was applied to each of them. the workers of the advertising agency to be able to determine their level of knowledge about the institutional image and organizational communication, since one of the several problems this company has is the lack of a communicator, and for this reason the workers act as of the communicator in the empirical production of communication products such as videos, memes, photographs and others. The data obtained from the content analysis and the interviews were organized by means of matrices where the data obtained from the investigation are reflected; Regarding the content analysis, Excel cakes were used to determine the percentages of the data and regarding the interviews, the answers issued by each of the interviewees were copied verbatim to carry out the corresponding interpretation through these data
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    Comunicación organizacional y su incidencia en la imagen institucional de la empresa pública municipal para la gestión integral de desechos sólidos de Ambato
    (Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-07) Pérez Martínez, Alex Paúl; Tamayo Rodríguez, Alicia Paulina
    This thesis focuses on the research and analysis of organizational communication and the impact it has on the institutional image of the Municipal Public Company for the Comprehensive Management of Solid Waste in Ambato (EPM-GIDSA). Its content covers important topics on the subject to achieve the stated objectives and help the public institution, which, being a public entity, has a greater responsibility between society and the community of Ambato. Likewise, it directly and indirectly benefits an entire population with an essential service for a good life, such as the comprehensive management of solid waste in public spaces in Ambato. It should be noted that the methodology applied in this research has an approach based on the mixed paradigm between qualitative methodology and quantitative methodology. The first data collected in this investigative work were collected through surveys applied both internally and externally to the EPM-GIDSA and, of course, they were properly analyzed and interpreted. Finally, it is concluded that the organizational communication of the EPM-GIDSA favorably affects its institutional image, but there are certain aspects in external communication that can be improved to have a greater scope and impact within the society of Ambato. The proposal that arises once the necessary information has been obtained is directed towards communication strategies around the new service provided by the public company to the community
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    Aplicación de un modelo actualizado de comunicación institucional proporcionado por la instauración de un Comunicador Social en el Patronato de Amparo Social del cantón Salcedo, provincia de Cotopaxi
    (Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-10) Quingaluisa Parra, Gabriel Francisco; Tamayo Rodriguez, Alicia Paulina
    This research addresses the importance of institutional communication, which is a fundamental axis for the development and growth of institutions or companies, with information and planned actions an influential relationship is maintained with the internal and external public, creating interest in the company from the outside. Action that must be handled with professionalism from Social Communication and structured by an institutional DirCom. The Board of Trustees of Social Protection of Salcedo, a public government institution, whose activity is little recognized by the inhabitants of Salcedo was taken as a case study. The main problem that was deduced is the little importance that its authorities give to communication management and its low level of communication. As the Board of Trustees is a public entity, it must necessarily inform the society of its activities permanently, considering the main media to disseminate the content, to avoid worst interpretations of its work. To solve the problem, qualitative and quantitative investigations were carried out; Interviews and surveys involving the external and internal public, to know the reality in communication. After analyzing the results, it was concluded that the Board of Trustees has a precarious institutional image due to the little information it provides about its activities, so it is necessary that there be a DirCom in the institution that manages processes, plans strategies to build corporate identity, and faces deficiencies that the Board of Trustees has, applying a strategic communication plan that analyzes the situation, establishes objectives, activities and goals that will help to improve the Institution's communication situation.
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    Manejo de la imagen de Cambridge School Of Languages de la Ciudad de Ambato a través de la comunicación digital
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-11) Chávez Stacey, Kevin Anthony; Tamayo Rodríguez, Paulina Alicia
    The present investigation originates due to the poor management of the Institutional Image of Cambridge School of Languages of the city of Ambato as well as its incomplete content provided in its social networks, mainly taking into account that an appropriate management of the Institutional Image positions and outstands Cambridge School of Languages of the city of Ambato from other language schools. In addition to granting its independence and competitiveness within the commercial field; another aspect that surrounded this investigation is the empiricism that the content provided is being managed in its social networks, where just the courses promotion have been filling the digital spaces without giving value to the stakeholders, who definitely fulfill an extremely important role in the construction of a strong and well-positioned Institutional Image. Therefore being such an important area, more attention should be paid, doing it in a more updated and professional way, empowering the stakeholders into brand ambassadors, providing quality information, creating a sense of community that revolves around the institutional philosophy where each time that valuable content is provided, participants can be engaged into. Finally, this research analyzes the shortcomings of its current management of Institutional Image and focuses on strengthening it, through an efficient and effective use of its social networks as an improvement plan.
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    Proponer la implementación del departamento de comunicación institucional para potenciar la gestión administrativa de la Cooperativa la Merced
    (2015) Navas Aguirre, Carlos Omar; Lascano, Alexander
    Este estudio tiene por objetivo principal promover la creación de un departamento de comunicación institucional en la Cooperativa de Ahorro, Crédito y Vivienda La Merced Ltda.; para realzar su imagen institucional. La importancia radica en la necesidad de incorporar a la institución un mejor manejo de la imagen corporativa y lograr un favorable aumento de clientes en sus filas. En la actualidad el destacar sobre otra es lo primordial, ya que con un plan estratégico comunicacional en el cual, sean incluidos temas como publicidad en medios audiovisuales y marketing digital, se lograrían resultados extraordinarios, que tal vez por no considerarlos anteriormente los afectó de manera directa en la imagen de la institución. La finalidad de este proyecto es hacer sentir la necesidad que tiene la institución para crecer entre sus clientes y demás personas, mediante el mejoramiento y la promoción de sus servicios. Los mismos que tendrán más énfasis en ser enfocados al sector destinado. Lograr sobresalir dentro de la provincia será el primer paso, ya que con la confianza adquirida en socios y personas interesadas mediante una estrategia comunicacional bien definida, se logrará acercarse al mercado nacional y posicionarnos en un sitial reconocido por nuestros servicios tanto cooperativistas como comunicacionales. Todo este trabajo se evidenciará con el pasar del tiempo, con el funcionamiento eficaz del departamento de comunicación institucional y la satisfacción de sus empleados y socios.