Procedimiento para el diseño de la estrategia de comunicación institucional del Centro de Estudios de Dirección Empresarial (CEDE).
Fecha
2012-07-21
Autores
Monteagudo Casanova, Reinier
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Contar con una estrategia de comunicación institucional constituye una premisa para las organizaciones que desean establecer un vínculo mutuamente provechoso con su público objetivo. Esta situación es afrontada por el Centro de Estudios de Dirección Empresarial (CEDE) que desde hace un tiempo ha planteado la necesidad de emprender acciones que le permitan lograr un posicionamiento sostenible en el entorno de relaciones donde opera. El presente trabajo de diploma ofrece el diseño de un procedimiento que permite la articulación de este tipo de estrategia en la entidad objeto de estudio y en su implementación ha demostrado ser una herramienta capaz de contribuir al cumplimiento de la misión y visión del centro, a la vez que incrementa la satisfacción del cliente y mejora el clima organizacional. En la obtención y análisis de la información para la planeación estratégica, se aplicaron métodos y técnicas como el análisis documental, entrevistas, encuestas, estudio de la competencia a partir del benchmarking y el método general de definición del grado de madurez y alineamiento en las decisiones (MGC) que contribuye a fijar el rumbo estratégico mediante técnicas de gestión de la calidad, garantizando una toma de decisiones respaldada matemáticamente.
To have a strategy of institutional communication is a premise for the organizations that want to establish a profitable bond with their targets. This situation arrives to the Centro de Estudios de Dirección Empresarial (CEDE) that for some time, it has outlined the necessity to undertake actions to achieve a sustainable positioning in its environment of relationships. The present work offers the design of a procedure for the articulation of this strategy type in this entity. In their implementation it has demonstrated to be a tool that allows contributing to the execution of the mission and vision of the center, at the same time that it increases the client's satisfaction and improvement the organizational climate. In the obtaining and analysis information some methods and technical were applied, such as the documental analysis, interviews, surveys, study of the competition starting from the benchmarking and the general method of definition of the grade of maturity and alignment in the decisions (MGC) that contributes to fix the strategic direction trough some quality techniques that guaranteed a correct taking of decisions, supported mathematically.
To have a strategy of institutional communication is a premise for the organizations that want to establish a profitable bond with their targets. This situation arrives to the Centro de Estudios de Dirección Empresarial (CEDE) that for some time, it has outlined the necessity to undertake actions to achieve a sustainable positioning in its environment of relationships. The present work offers the design of a procedure for the articulation of this strategy type in this entity. In their implementation it has demonstrated to be a tool that allows contributing to the execution of the mission and vision of the center, at the same time that it increases the client's satisfaction and improvement the organizational climate. In the obtaining and analysis information some methods and technical were applied, such as the documental analysis, interviews, surveys, study of the competition starting from the benchmarking and the general method of definition of the grade of maturity and alignment in the decisions (MGC) that contributes to fix the strategic direction trough some quality techniques that guaranteed a correct taking of decisions, supported mathematically.
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Palabras clave
Estrategia de Comunicación Institucional, Dirección Empresarial, Satisfacción del Cliente, Clima Organizacional