Martínez PR, Piedra SY, Guerra RL

Language: Spanish
References: 9
Page: 391-409
PDF size: 215.98 Kb.

ABSTRACT

The purpose of the present study is to propose strategic actions aimed at steering and articulating scientific research in the field of Social Communication from the perspective of core management functions, particularly in Cuban university institutions. Use was made of techniques such as document analysis, expert interviews and SWOT analysis. In this context of analysis, Social Communication research is considered to have the following distinctive features: insufficient research culture among researchers, lack of guidelines governing research management, and low priority awarded to scientific research. The study helps visualize the importance of research management and improve scientific culture among researchers in a strategic framework enabling perception of the field of study not only as a professional field, but also as a scientific and academic space.

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