Plan de comunicación estratégica de la responsabilidad social de las cooperativas de Ahorro y Crédito. Estudio de caso: Cooperativa Nueva Huancavilca, cantón La Libertad, provincia de Santa Elena
Fecha
2020
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
Este trabajo tiene por objetivo diagnosticar la situación actual de la comunicación interna
y externa de la COAC Nueva Huancavilca, del cantón La Libertad, a fin de desarrollar el
diseño de un plan de comunicación estratégica de la responsabilidad social. Como parte
de la metodología, se propone un marco teórico que abarca temáticas como gestión de
comunicación institucional, comunicación organizacional, gestión de públicos,
comunicación online y offline, comunicación estratégica y responsabilidad social de las
empresas. La investigación de campo tuvo un enfoque cualitativo y cuantitativo,
aplicando técnicas de investigación como la encuesta y entrevista, que permitieron
obtener información relacionada a las variables. Con los resultados de la investigación,
se presenta el diseño de un plan de comunicación estratégica como eje de la
Responsabilidad Social Empresarial, que contiene estrategias y tácticas que permitirían
la difusión de las acciones que realiza la cooperativa, principalmente relacionadas al
ámbito de comunicación para el desarrollo social.
The objective of this work is to diagnose the current situation of internal and external communication of the COAC Nueva Huancavilca, of La Libertad, in order to develop the design of a strategic communication plan for social responsibility. As part of the methodology, a theoretical framework is proposed that covers topics such as institutional communication management, organizational communication, public management, online and offline communication, strategic communication and corporate social responsibility. The field research had a qualitative and quantitative approach, applying research techniques such as the survey and interview, which allowed obtaining information related to the variables. With the results of the research, the design of a strategic communication plan is presented as the axis of Corporate Social Responsibility, which contains strategies and tactics that would allow the dissemination of the actions carried out by the cooperative, mainly related to the field of communication for the social development.
The objective of this work is to diagnose the current situation of internal and external communication of the COAC Nueva Huancavilca, of La Libertad, in order to develop the design of a strategic communication plan for social responsibility. As part of the methodology, a theoretical framework is proposed that covers topics such as institutional communication management, organizational communication, public management, online and offline communication, strategic communication and corporate social responsibility. The field research had a qualitative and quantitative approach, applying research techniques such as the survey and interview, which allowed obtaining information related to the variables. With the results of the research, the design of a strategic communication plan is presented as the axis of Corporate Social Responsibility, which contains strategies and tactics that would allow the dissemination of the actions carried out by the cooperative, mainly related to the field of communication for the social development.
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Palabras clave
PLAN ESTRATÉGICO, RESPONSABILIDAD SOCIAL, COOPERATIVAS DE AHORRO Y CRÉDITO
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