Diseño de estrategias para el fortalecimiento de la imagen y reputación de la Universidad de Guayaquil
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Fecha
2021
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El presente proyecto de titulación tiene como objetivo principal el desarrollo de estrategia que contribuyan al fortalecimiento de la imagen y reputación de la Universidad de Guayaquil, se dio a conocer la importancia que tiene para las instituciones de educación superior estos activos intangibles, considerando que la mala gestión de estos elementos trae repercusiones negativas para la entidad. Este tema nace para generar un aporte al proyecto FCI “Modelo de comunicación interna para Instituciones Públicas de Educación Superior. Caso Universidad de Guayaquil”. Para el desarrollo del presente trabajo se fundamentó de manera teórica su importancia en las organizaciones, también se realizó un análisis PESTEL y FODA para determinar en qué contexto se desarrolla la Universidad de Guayaquil (UG). Para el levantamiento de información se eligió un enfoque cualitativo aplicando entrevistas a expertos realizadas a través de medios digitales y análisis comparativo entre las mejores universidades del Ecuador y el mundo. Finalmente se proporcionaron estrategias de posicionamiento de marca que aporten al fortalecimiento de la imagen y reputación de la entidad.
The main objective of this degree project is to develop a strategy that contributes to strengthen the image and reputation of the University of Guayaquil. The importance of these intangible assets for higher education institutions was made known, considering that the mismanagement of these elements brings negative repercussions for the entity. This topic was born to generate a contribution to the FCI project "Internal Communication Model for Public Institutions of Higher Education. The case of the University of Guayaquil". For the development of this work, its importance in organizations was theoretically based, and a PESTEL and SWOT analysis was also carried out to determine the context in which the University of Guayaquil (UG) develops. For the information gathering, a qualitative approach was chosen, applying interviews to experts through digital media and comparative analysis between the best universities in Ecuador and the world. Finally, brand positioning strategies were provided to strengthen the image and reputation of the entity.
The main objective of this degree project is to develop a strategy that contributes to strengthen the image and reputation of the University of Guayaquil. The importance of these intangible assets for higher education institutions was made known, considering that the mismanagement of these elements brings negative repercussions for the entity. This topic was born to generate a contribution to the FCI project "Internal Communication Model for Public Institutions of Higher Education. The case of the University of Guayaquil". For the development of this work, its importance in organizations was theoretically based, and a PESTEL and SWOT analysis was also carried out to determine the context in which the University of Guayaquil (UG) develops. For the information gathering, a qualitative approach was chosen, applying interviews to experts through digital media and comparative analysis between the best universities in Ecuador and the world. Finally, brand positioning strategies were provided to strengthen the image and reputation of the entity.
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ACTIVOS INTANGIBLES, IMAGEN, REPUTACIÓN, POSICIONAMIENTO DE MARCA
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