Strategy of Communication for the Center of Studies of Education "Gaspar Jorge García Galló" in the UCLV, Cuba

Abstract

The present research is carried out with the objective of designing a Communication Strategy for the Education Studies Center "Gaspar Jorge García Galló" (CEEd) at the Central University "Marta Abreu" of Las Villas (UCLV). The methodological alternative is based on the qualitative paradigm with a Research-Action design. A procedure is followed from two moments that include, first, the systematization of the communication diagnosis to continue with the design of the communication strategy for the CEEd in the UCLV and its subsequent evaluation. The techniques used to collect information are the documentary bibliographic review, the analysis of documents, the in-depth interview, the semi-structured interviews and the questionnaire. The typology of non-probabilistic sampling predominates from the selection of subject types. The main result of the research consists in the design of the communication strategy for the CEEd, aimed at demonstrating the importance that an efficient communication management deserves. Therefore, its implementation and subsequent evaluation are recommended.