Elaboración e implementación del Balanced Scorecard para la Escuela de Ingeniería en Marketing de la Facultad de Administración de Empresas, perteneciente a la Escuela Superior Politécnica de Chimborazo para el período 2013

Abstract

Currently the competitive companies need to improve the quality management processes for offering figures, for that reason the School of Marketing Engineering opted for implementing the Balanced Scorecard (BSC), like a Management Educative Model lined to the strategic planning of FADE. The BSC according to Norton and Robert Kaplan (2002) “became the mission and the strategic in objectives and organized indicators in four different perspectives: Finances, clients, internal process and formation and growing. The researched work started with an environmental analysis through the SISTRAT program, thereafter a strategic map was created in the program DCS Map Setup 2.0 allowing to display the 16 strategic objectives, distributed in five perspectives; Interest Parts, Society, Internal Process, Human and Financial Resources. 40 indicators were also established divided in each perspective, which will measure the fulfillment of each objective. For the collection of information were required techniques like: surveys, interviews and direct observation. It was used a ODUN software that helped to control the management of strategic objectives through the definite indicators; and it was allowed to create a data base for getting periodical information of performance of the same, by perspectives. Finally it was evaluated the BSC and was issued a report of driver, determining the deviations of the educative management for the driver, determining the deviations of the educative management for the continuous improvement.