Diagnóstico de la imagen corporativa como insumo de entrada en la gestión Institucional del Itsa Tres de Marzo”, para el primer semestre de 2011

Abstract

The importance of this research focuses on the use of advertising project to enhance the corporate image as input of entry into the institutional management ITSA This problematic situation was considered as a lack of marketing the product and service offered by the institution, as the corporate image is not tailored to the needs of internal and external user does not identify its benefits and objectives. The general objective was: Implement Corporate Image Manual input as input in the governance of the ITSA Tres de Marzo, coordinating their implementation with the authorities, teachers, students and parents in which highly representative effect was determined as the application of the advertising project by creating the Department of Institutional Relations and paper, as well as commercials, radio time, newsletters in the different means of radio communication, as well as posters, leaflets, folding sheets, brochures, leaflets, roll up , banners, rolling; considering some definitions and prior to this served as support research to expand knowledge on the subject history. Methodologically speaking this study was oriented in an explanatory, descriptive, qualitative research, and field; focusing on secondary sources of information, concluding that the governance of the authorities with the community and the support of research has a positive impact as it helps to improve the quality of corporate image through marketing, product and service ITSA Institute offer, "Tres de Marzo" Chimbo Canton, Bolivar Province, for the effective difficulties that arise in young people when choosing the institution where they carry out their studies solution.