Campaña de Marketing Social para afrontar el estrés laboral en los docentes de la Universidad de Guayaquil como efecto de la implementación del teletrabajo
Fecha
2021
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Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación tiene como objetivo principal, proponer una campaña de Marketing Social dirigido a los docentes de la Universidad de Guayaquil para prevenir y afrontar el estrés laboral provocado por la implementación del teletrabajo durante la pandemia Covid – 19. La problemática actual, se origina de la aplicación de esta nueva modalidad trabajo en las Instituciones de Educación Superior. Esta investigación se enmarca en el enfoque cuantitativo, su alcance es descriptivo y de acuerdo a los objetivos es proyectiva. Los resultados obtenidos son de fuentes de datos primarios, se analizan los niveles de estrés y las estrategias de afrontamiento en los docentes provenientes de esta Institución. Mediante la recopilación de información, a través de un cuestionario formulado en Google Forms, se realizó la encuesta a un total de 341 docentes. El cuestionario fue respondido por una muestra representativa de 126 docentes de la Facultad de Ciencias Administrativas. Los resultados confirman que más del 50% de los docentes encuestados se encuentran a nivel de estrés laboral medio, alto y grave en el contexto de la implementación del teletrabajo. Estos resultados enfatizan en la importancia que tiene una campaña de comunicación hacia los docentes y autoridades sobre este tema y dar a conocer cuáles son las estrategias de afrontamiento más efectivas; y así mismo, evitar las posibles consecuencias que provoca esta situación en la salud de los docentes.
The main objective of this research work is to propose a social marketing campaign aimed at the teachers of the University of Guayaquil to prevent and face work stress caused by the implementation of teleworking due to the Covid-19 pandemic. The current problem It originates due to the abrupt changes that occurred in the context of the pandemic, which caused a new type of work, leaving as a consequence a high stress index. This research is framed within the quantitative approach and its scope is descriptive. The results obtained are from primary data sources in order to analyze the stress levels in teachers from this Institution. By collecting information, through a questionnaire formulated in Google Forms, the survey was carried out by a total of 341 teachers, in which only 126 of them answered. The results confirm an index of more than 50% of the teachers surveyed with medium, high and severe work stress due to the implementation of telework. These results emphasize the importance of a communication campaign towards teachers and authorities on issues of how to prevent work stress and know which are the most effective coping strategies, given the existence of a high level of work overload and also avoid the possible consequences that this situation causes on the health of teachers.
The main objective of this research work is to propose a social marketing campaign aimed at the teachers of the University of Guayaquil to prevent and face work stress caused by the implementation of teleworking due to the Covid-19 pandemic. The current problem It originates due to the abrupt changes that occurred in the context of the pandemic, which caused a new type of work, leaving as a consequence a high stress index. This research is framed within the quantitative approach and its scope is descriptive. The results obtained are from primary data sources in order to analyze the stress levels in teachers from this Institution. By collecting information, through a questionnaire formulated in Google Forms, the survey was carried out by a total of 341 teachers, in which only 126 of them answered. The results confirm an index of more than 50% of the teachers surveyed with medium, high and severe work stress due to the implementation of telework. These results emphasize the importance of a communication campaign towards teachers and authorities on issues of how to prevent work stress and know which are the most effective coping strategies, given the existence of a high level of work overload and also avoid the possible consequences that this situation causes on the health of teachers.
Descripción
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Palabras clave
MARKETING SOCIAL, CAMPAÑA DE MARKETING SOCIAL, ESTRÉS LABORAL, ESTRATEGIAS DE AFRONTAMIENTO
Citación
APA