Universidad Popular del Cesar. Un caso de gestión comunicacional
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Fecha
2019
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Este caso describe la situación de la Universidad Popular del Cesar en momentos en los cuales las Universidades se reinventan para equiparar su quehacer educativo con las exigencias de la sociedad actual, e incluso para formar los perfiles requeridos por las organizaciones en aras de garantizar el desarrollo económico, social y cultural del país. Para ello, se amerita una dinámica institucional impregnada por un ambiente de armonía y cohesión grupal, guiada por relaciones interpersonales basadas en el diálogo constructivo y una comunicación eficaz, que llegue a todos de fuente primaria, negando el escenario a barreras comunicacionales que tergiversen el mensaje. En la actualidad, las Universidades se enfrentan a múltiples amenazas, la competitividad es alta a nivel nacional, alcanzar estándares de calidad superiores representa la visión para aquellas que aún no se acercan a ese objetivo, los estudiantes por su parte, como público potencial, son más conscientes del poder que tienen, y por lo tanto, saben que pueden tomar decisiones sobre si aceptan o no los servicios que las instituciones les ofrecen. En efecto, garantizar una educación de calidad amerita consolidar relaciones interpersonales entre el talento humano basadas en el respeto, en el trabajo en equipo y en el diálogo constructivo, evitando distorsiones en las informaciones que pudieran crear conflictos en el ambiente laboral. Sobre todo, ante la evidencia de funcionarios públicos que poco toman en cuenta el tipo de mensaje que emiten a los estudiantes que requieren un servicio; a veces por desconocimiento de los procesos, lo cual afecta significativamente el rendimiento y la eficacia de las actividades a realizar dentro de la institución, pues los estudiantes como clientes se desconciertan al momento de escuchar respuestas incoherentes, confusas, e incluso que se alejan de las informaciones manejadas por otras instancias administrativas. Razón por la cual, en el presente caso se
formularon como objetivos descubrir las debilidades que existen en materia de comunicación en una organización, además de explorarlas causas del conflicto interno que amenazan la optimización de los procesos comunicacionales en las organizaciones de servicios públicas; así como, identificar los recursos con los que cuenta las organizaciones para alcanzar una comunicación interna y externa efectiva. En cuanto a los materiales y métodos, el caso para su construcción usó el método de escritura de casos Harvard, método tradicional para el uso de la casuística gerencial y/o empresarial utilizado para el desarrollo de aprendizajes prácticos en el aula de clase basados en la realización de entrevistas y recolección de datos. Entre los resultados, se pudo abordar una realidad organizacional desde una visión compleja y holística; por cuanto se deconstruyó el fenómeno observado para analizar de manera objetiva cada una de sus partes, hasta llegar a un estado metacognitivo en el cual se comprendió en profundidad los significados develados por la dinámica universitaria, incluso se alcanzó un nivel de pensamiento crítico, pues se reflexionó sobre la problemática a partir de interrogantes que ameritaban confrontar posturas teóricas con supuestos empíricos, desde diferentes enfoques y ángulos. Esto permitió validar el fundamento conceptual a partir de las realidades observadas y vividas in situ por los investigadores. Por último, se concluyó que el caso permitió profundizar en los temas de comunicación organizacional y su importancia en el marco de la complejidad de las organizaciones, como por ejemplo, en una institución universitaria, asimismo permitió la construcción de este caso y la nota de enseñanza recordar, repasar, refrescar y aprender nuevos conceptos de organizaciones, complejidad, administración, innovación.
This case describes the situation of the Popular University of Cesar at a time when universities reinvent themselves to equate their educational work with the demands of today's society, and even to form the profiles required by organizations in order to guarantee economic development., social and cultural of the country. To this end, an institutional dynamic merged by an environment of harmony and group cohesion is warranted, guided by interpersonal relationships based on constructive dialogue and effective communication, which reaches everyone from a primary source, denying the scenario to communicational barriers that misrepresent the message. . At present, Universities face multiple threats, competitiveness is high at the national level, reaching higher quality standards represents the vision for those who do not yet approach that goal, students for their part, as a potential audience, are more aware of the power they have, and therefore, know that they can make decisions about whether or not they accept the services that institutions offer them. Indeed, guaranteeing quality education merits consolidating interpersonal relationships between human talent based on respect, teamwork and constructive dialogue, avoiding distortions in information that could create conflicts in the work environment. Above all, given the evidence of public officials who take little account of the type of message they send to students who require a service; sometimes due to ignorance of the processes, which significantly affects the performance and effectiveness of the activities to be carried out within the institution, as students as clients are baffled when they hear incoherent, confusing answers, and even that they move away from information handled by other administrative instances. Reason for which, the present case formulated like objectives to discover the weaknesses that exist in the matter of communication in an organization, besides exploring the causes of the internal conflict that threaten the optimization of the communication processes in the organizations of public services; as well as, identify the resources available to organizations to achieve effective internal and external communication. As for the materials and methods, the case for its construction used the Harvard case writing method, a traditional method for the use of managerial and / or business casuistry used for the development of practical learning in the classroom based on the conducting interviews and data collection. Among the results, an organizational reality could be approached from a complex and holistic vision; since the observed phenomenon was deconstructed to objectively analyze each of its parts, until it reached a metacognitive state in which the meanings unveiled by university dynamics were deeply understood, even a critical level of thinking was reached, since it He reflected on the problem from questions that merited to confront theoretical positions with empirical assumptions, from different approaches and angles. This allowed the conceptual foundation to be validated from the realities observed and lived in situ by the researchers. Finally, it was concluded that the case allowed to deepen the topics of organizational communication and its importance in the framework of the complexity of organizations, such as in a university institution, also allowed the construction of this case and the teaching note remember, review, refresh and learn new concepts of organizations, complexity, administration, innovation.
This case describes the situation of the Popular University of Cesar at a time when universities reinvent themselves to equate their educational work with the demands of today's society, and even to form the profiles required by organizations in order to guarantee economic development., social and cultural of the country. To this end, an institutional dynamic merged by an environment of harmony and group cohesion is warranted, guided by interpersonal relationships based on constructive dialogue and effective communication, which reaches everyone from a primary source, denying the scenario to communicational barriers that misrepresent the message. . At present, Universities face multiple threats, competitiveness is high at the national level, reaching higher quality standards represents the vision for those who do not yet approach that goal, students for their part, as a potential audience, are more aware of the power they have, and therefore, know that they can make decisions about whether or not they accept the services that institutions offer them. Indeed, guaranteeing quality education merits consolidating interpersonal relationships between human talent based on respect, teamwork and constructive dialogue, avoiding distortions in information that could create conflicts in the work environment. Above all, given the evidence of public officials who take little account of the type of message they send to students who require a service; sometimes due to ignorance of the processes, which significantly affects the performance and effectiveness of the activities to be carried out within the institution, as students as clients are baffled when they hear incoherent, confusing answers, and even that they move away from information handled by other administrative instances. Reason for which, the present case formulated like objectives to discover the weaknesses that exist in the matter of communication in an organization, besides exploring the causes of the internal conflict that threaten the optimization of the communication processes in the organizations of public services; as well as, identify the resources available to organizations to achieve effective internal and external communication. As for the materials and methods, the case for its construction used the Harvard case writing method, a traditional method for the use of managerial and / or business casuistry used for the development of practical learning in the classroom based on the conducting interviews and data collection. Among the results, an organizational reality could be approached from a complex and holistic vision; since the observed phenomenon was deconstructed to objectively analyze each of its parts, until it reached a metacognitive state in which the meanings unveiled by university dynamics were deeply understood, even a critical level of thinking was reached, since it He reflected on the problem from questions that merited to confront theoretical positions with empirical assumptions, from different approaches and angles. This allowed the conceptual foundation to be validated from the realities observed and lived in situ by the researchers. Finally, it was concluded that the case allowed to deepen the topics of organizational communication and its importance in the framework of the complexity of organizations, such as in a university institution, also allowed the construction of this case and the teaching note remember, review, refresh and learn new concepts of organizations, complexity, administration, innovation.
Descripción
Palabras clave
Comunicación, Gestión, Sistema, Información, Servicio, Communication, Management, System, Information, Service
