The impact of internal communication on the employees at organizations
Fecha
2017Director
Versión
Acceso abierto / Sarbide irekia
Tipo
Trabajo Fin de Grado/Gradu Amaierako Lana
Impacto
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nodoi-noplumx
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Resumen
Nowadays, marketing practices in companies are essential for the successful performance
of a company. However, despite having an effective internal marketing does not seem to be
so urgent in the daily functioning of an organization, it is proved to cause an immense
impact on firms and, more specifically, on its internal customers (what is known as the
employees). The objective of this paper i ...
[++]
Nowadays, marketing practices in companies are essential for the successful performance
of a company. However, despite having an effective internal marketing does not seem to be
so urgent in the daily functioning of an organization, it is proved to cause an immense
impact on firms and, more specifically, on its internal customers (what is known as the
employees). The objective of this paper is to analyse the effects caused by an internal
communication system, which is considered an internal marketing tool, on the workforce
of a certain firm. For the elaboration of it, the first part of the study will review the
literature on these internal practices, underlining the framework of the internal
communication (channels, impact, etc.) and its repercussion on the employees. In order to
support this theory, the case of a real company will be used and the analysis of its specific
internal communication system will be carried out. On the one hand, it is going to make
use of the Opinion Barometer, which is an internal statistical tool used by this company for
learning and improving the opinion that workers have regarding their workplace and
company in general. On the other hand, a survey which will enable us to know the
perception employees have about the firm´s communication system and channels has been
elaborated. With the empirical data obtained in such specific firm, the aim is to get an
outcome in light with the previously presented theory, and as a way of concluding the
study, include some implications for the firm. [--]
Materias
Internal marketing,
Internal customer orientation,
Internal marketing processes,
Internal communication,
Volkswagen Navarra,
Workforce,
Opinion barometer,
Survey
Titulación
Enpresen Administrazio eta Zuzendaritzan Nazioarteko Graduatua / Ekonomian Nazioarteko Graduatua Nafarroako Unibertsitate Publikoan /
Graduado o Graduada Internacional en Administración y Dirección de Empresas / Graduado o Graduada Internacional en Economía por la Universidad Pública de Navarra
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