Propuesta de planificación estratégica para la mejora y renovación de la imagen corporativa del Instituto Superior Tecnológico Particular Sudamericano de la ciudad de Cuenca

Abstract

Nowadays society demands honesty and transparency to business world, therefore, enterprises are in need to seek strategies to persuade people with a positive image that causes them the feeling of confidence, satisfaction and loyalty . Thus, the project entitled Proposal of strategic planning for the improvement and renewal of the corporate image ofInstitutoTecnológico Particular Sudamericano in Cuenca, has the objective of raising the quality level of corporate image of the institution, but focusing on the field of public relations; this is to value all intangible assets of the institute, which are related to: corporate culture, corporate philosophy, and organizational communication. For this and for further insight into the topic, the project will be explained in four chapters: the first one refers to the theoretical basis based on the theories of different authors in the field of social communication and public relations; the second chapter focuses on the general analysis of the institute, this comprises an internal and external analysis and methodological research and SWOT analysis; in the third chapter, a proposal for an improvement plan for the corporate image of InstitutoTecnológico Particular Sudamericano is presented; and finally, in the fourth chapter, the application and execution of the strategies proposed in the project are exposed.