Propuesta de plan de comunicación para fortalecer la imagen de la Universidad Politécnica Salesiana en los estudiantes de los colegios e institutos de educación secundaria de la ciudad de Cuenca

The proposal of a Communication Plan to strengthen the image of Universidad Politecnica Salesiana within students of high schools and secondary education institutes in the city of Cuenca focuses in the strategic management of the corporate communication of University, especially in relation with its priority stakeholders. Mainly, thanks to the application of the concepts and the contents that were analyzed during the Master program in Management of Business and Institutional Communication, from Universidad de las Americas, with relation to the strategic management of corporate communication, it was possible to carry out the study of image about Universidad Politecnica Salesiana del Ecuador, UPS, in the city of Cuenca. In this regard, we created the image of UPS based on the attributes identified during the extensive process of research and consultation to those who are considered priority students for UPS in Cuenca. Based on the evaluation of image of UPS, conducted by means of the construction of the real image model based on the methodology proposed by Joan Costa, we propose planning communication strategies, tactics and actions particularly directed to strengthening image of UPS in high schools and secondary education institutes in the city of Cuenca