Plan de comunicación integral para el Instituto Tecnológico Superior Stanford en la ciudad de Riobamba, provincia Chimborazo

Abstract

This degree work entitled Integral Communication Plan for the "STANFORD" Institute located in the city of Riobamba, Chimborazo province, aimed to improve the management of internal and external communication to increase the demand of students in the institute. The methodology used is based on the realization of surveys applied to all employees of the Stanford Institute and to the students of the third High School year , of the public schools of the city of Riobamba, besides the analysis of the current situation of the company was carried out. the elaboration of a SWOT matrix that allowed to know the strengths, opportunities, weaknesses and threats of the institute. It was determined that the Institute lacks marketing strategies, there is a negligent management of internal and external communication because it does not have an Integral Communication Plan giving way to the acceptance of the proposed hypothesis. The proposal is based on determining communication actions with the purpose of promoting the identity of the institution in order to strengthen the positioning of the corporate image through the establishment of internal and external communication strategies. It is recommended that the Institute implement the strategies proposed in order to achieve social recognition in the market and improve the management of internal and external communication using the most recognized means of communication.