Análisis de la influencia de la marca interna en el talento humano de la facultad de ciencias administrativas
Fecha
2021
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El presente proyecto de investigación se orienta en aquellos factores de la marca interna que influyen al talento humano de la Universidad de Guayaquil específicamente de la Facultad de Ciencias Administrativas, cuales son aquellas estrategias que conllevarán a su mejora, como se siente cada individuo en la institución. La investigación va ligada a el proyecto FCI “Modelo de comunicación interna para Instituciones Públicas de Educación Superior caso Universidad de Guayaquil”. Se presentan varios análisis como la matriz FODA y PESTEL, varias técnicas de recolección de datos como las encuestas y entrevistas que debido a la situación que atravesamos fueron ejecutados a través de medios digitales, las cuales arrojaron datos importantes para la investigación sobre la percepción y la realidad del personal de la Institución y su identidad con la marca Universidad de Guayaquil. La población objeto de estudio fueron el personal docente y administrativo de la Universidad de Guayaquil, con una muestra de 150 individuos, y para las entrevistas se acudieron a expertos en el tema de marca interna y colaboradores de la institución.
This research is oriented on those factors of the internal brand that influence the human talent of the University of Guayaquil specifically of the Faculty of Administrative Sciences, which are those strategies that will lead to its improvement, how each individual feels in the institution. The research is linked to the FCI project “Internal communication model for Public Institutions of Higher Education. University of Guayaquil Case ". Several analyzes are presented such as the SWOT and PESTEL matrix, various data collection techniques such as surveys and interviews that, due to the situation we are going through, were executed through digital means, which yielded important data for research on perception and perception. reality of the Institution's staff and their identity with the University of Guayaquil brand. The study population was the teaching and administrative staff of the University of Guayaquil, with a sample of 150 individuals, and experts on the subject of internal branding and collaborators of the institution were used for the interviews.
This research is oriented on those factors of the internal brand that influence the human talent of the University of Guayaquil specifically of the Faculty of Administrative Sciences, which are those strategies that will lead to its improvement, how each individual feels in the institution. The research is linked to the FCI project “Internal communication model for Public Institutions of Higher Education. University of Guayaquil Case ". Several analyzes are presented such as the SWOT and PESTEL matrix, various data collection techniques such as surveys and interviews that, due to the situation we are going through, were executed through digital means, which yielded important data for research on perception and perception. reality of the Institution's staff and their identity with the University of Guayaquil brand. The study population was the teaching and administrative staff of the University of Guayaquil, with a sample of 150 individuals, and experts on the subject of internal branding and collaborators of the institution were used for the interviews.
Descripción
Palabras clave
MARCA INTERNA, TALENTO HUMANO, IDENTIDAD, VALORES CORPORATIVOS