Jurisprudencia y Ciencias Sociales

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/892

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2020 - 20252

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Tipo de acceso: Acceso abiertoTema: search.filters.subject.ESTRATEGIA DE COMUNICACIÓN

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Mostrando 1 - 2 de 2
  • Miniatura
    Item type:Ítem,
    Gestión de estrategias de comunicación en microempresas de la ciudad de Ambato: caso Almacén Agrícola La Mano Amiga
    (Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-08-01)
    Pantoja Pérez, Diego Fernando
    ;
    Ortega Arcos, Wagner Enrique
    This research analyzes the management of communication strategies in microenterprises in the city of Ambato, focusing on the case of Almacén Agricola La Mano Amiga. The study begins by identifying communicational shortcomings in the business, particularly regarding its digital presence and informal use of platforms such as Facebook and WhatsApp. Using a qualitative and quantitative methodology, surveys were applied to the company's regular clients and a situational diagnosis was conducted using a SWOT matrix. The results show a positive evaluation ofthe customer service and trust in the business, but also highlight a lack of planning and coherence in communication. In response, a strategic communication plan was designed, adapted to the real capacities of the store, proposing concrete actions to strengthen its identity, digital presence, and relationship with key audiences. The study concludes that implementing this plan could significantly improve the perception of the business, expand its reach, and professionalize its image in the local market.
  • Miniatura
    Item type:Ítem,
    La comunicación institucional y la imagen corporativa en el Centro de salud de Izamba, cantón Ambato, provincia de Tungurahua
    (Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08)
    Oyaque Vásconez, Luis Miguel
    ;
    Tamayo Rodríguez, Paulina
    In this research, the importance of institutional communication, the approach of communication strategies and the consolidation of an adequate corporate image of the Izamba Health Center were determined. It was considered to work from a critical - purposeful research methodology; because it diagnoses and analyzes the current situation, and with a qualitative and quantitative approach. Qualitative because it seeks understanding between society in general and qualitative because it can define institutional communication and the corporate image of the Izamba Health Center. Within the research, surveys were applied to the selected sample, which facilitated analyzing the perception of citizens and studying the communication strategies used that have worked and which have not, interviews were applied to the authorities of the institution, in order to have In-depth information and a closer view of the Izamba Health Center. Institutional communication ends up being a transversal axis for the improvement of the corporate image of a public institution, for which reason it is essential to work in accordance with it to establish the direction of the Izamba health center, around its internal and external audiences, the possibility of having communication policies that allow efficient interactivity between users, which will undoubtedly be the best reference point for an institution; and even more so when its employees are empowered to improve the corporate image, to be considered as a public health institution that provides quality services and care, with an appropriate infrastructure, which must be known through the social communication media, applying institutional communication strategies that improve the corporate image of said institution and that its trajectory is impregnated in the collective memory.