Propuesta estratégica para la optimización de las redes de comunicación interna de mercadeo, comunicación y divulgación de la Fundación Universitaria Católica Lumen Gentium, UNICATÓLICA sede Pance

Abstract

The following research project is developed through a strategic proposal for internal communication in the administrative areas of Marketing and Communication and Dissemination, around an approach that starts from a qualitative methodology, which is implemented as a result of the theory, how tool for the critical, analytical and categorical observation that this entails, based on the Palo Alto School, which focuses its study axis on the social sciences, the human being and his social interaction. To this work is added the participation of different theoretical and academic approaches which strengthen the object of study in what corresponds to the networks and channels that are located, the Lumen Gentium Catholic University Foundation, Unicatólica, which evidences through the stories collected by a focus group and interviews of its institutional community the communicative model that manages, for this reason, development matrices were elaborated that plan and organize the approach of a new strategy, using digital, pedagogical and informative tools. Finally, based on the collected data, a digital manual is prepared, which is delivered to the targeted areas, in order to serve as an instrument and projection for the optimization of external and internal communication management.