La auditoría de la comunicación y su incidencia en las audiencias de la Facultad de Ciencias Químicas y de la Salud

Abstract

This research project, titled "Communication Audit and Its Impact on the Audiences of the Faculty of Chemical and Health Sciences," aims to implement communication strategies based on internal and external audits, thereby strengthening the institutional positioning of the FCQS. A mixed-methodological approach was implemented through surveys and interviews, targeting students, faculty, administrative staff, and graduates about to enter the Technical University of Machala. It was also demonstrated that there is a steady flow of information through official channels such as WhatsApp and institutional email; however, weaknesses persist, such as a lack of clarity and updating of messages. Students also appreciate academic information and prefer relevant and timely content. Among the external public, since limited knowledge of the faculty was detected, a high level of interest in health-related careers was also noted. These findings suggest a strategic plan to improve institutional communication and enhance content and audience positioning strategies.