Pautas para la elaboración de una estrategia de comunicación externa para mejorar la imagen del Departamento de Educación Superior y Posgrado de la Universidad Autónoma de Guerrero

Abstract

Within this research work, it is proposed guidelines to carry out communication strategies of the Departamento de Educación Superior y Posgrado (DESPDAE) of the Autonomous University of Guerrero (UAGro) with its strategic audiences (external and potential), taking as a reference the perception of DESPDAE¿s quality of services and attention to real and potential users. This thesis work was built under the qualitative research approach, through the use of research techniques such as surveys and in-depth interviews, which will be able to diagnose the current image of DESPDAE and thus propose communication strategies with the aim of improving and bringing it closer to new applicants to the highest house of studies in the state of Guerrero. As a result, proposals are made that can enrich DESPDAE's communication Works.