A COMUNICAÇÃO COMO UM PROCESSO DE INTELIGÊNCIA EMPRESARIAL EM PLANEJAMENTO ESTRATÉGICO

Detalhes bibliográficos
Ano de defesa: 2005
Autor(a) principal: Ruiz, Rodolpho Weishaupt
Orientador(a): Bueno, Wilson da Costa lattes
Banca de defesa: Castro, Clovis Pinto de lattes, Peruzzo, Cicília M. Krohling lattes, Giacomini Filho, Gino lattes, Bertero, Carlos Osmar
Tipo de documento: Tese
Tipo de acesso: Acesso embargado
Idioma: por
Instituição de defesa: Universidade Metodista de São Paulo
Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
Departamento: Processo Comunicacionais
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: http://tede.metodista.br/jspui/handle/tede/748
Resumo: This thesis will have a discussion about Communications as an instrument of business intelligence in a university environment. She will intend to demonstrate that Communications will add competitive advantage to the organizations that take part in the educational market. The present research will justify in theoretical references of the Science of Communications and of the Strategic Planning and the methodological procedures which includes, farther on the extensive bibliographic revision and documents analysis, the technique of participant observation, as the well the group activities of the study of Communications and Integration between the years of 2003 until 2005, that integrated the Strategic Planning of UMESP- Methodist University of São Paulo. At the end of the thesis, searched to construct a map the necessary conditions of communications to constitute effectively in the process of business intelligence, incorporating the Strategic Management of the organizations. We have to acknowledge that Business Communication still has to succeed in some challenges and some of them, necessarily, are not easy to overcome. It is essential to consider always that Business Communication doesn t flow in the empty space; it doesn t accomplish at the organization margin, but still is internally associated with a particular system of management, to one specific organizational culture, and it is a expression, therefore, of a tangible reali ty. In orderto the Business Communication to assume as strategic this condition will favored to the management, organizational culture as well as the adequate allocation of resources such as (people, technology, finance), without it doesn t become reality. Then, if these presupposed are not satisfied, it will be premature to conclude the character in the Strategic of Business Communication. Still, the communication will not be as strategic as in the only function of the work of more or less competent of the professionals of communications. There are some requirements, unfortunately, that we don t have control of them. In brief, this thesis will analyze three central questions. The first one, concerns the strategic concept. The second can be named ethos organizational which inserts the communicational practice. Finally, we study the basic conditions to the strategic communications that really prevails.