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This study was carried out in the Faculty of Accounting and Auditing of the Lay University "Eloy Alfaro" in Manabí, during the period 2015-2016; its objective was to evaluate the situational context of institutional communication among the members of the aforementioned Faculty; to comply with it, the desired optimal characteristics and conditions were determined in accordance with assertive communication for institutional development; the sample consisted of 266 students to whom the survey technique was applied; With the results obtained, it was possible to conclude that the type of communication used for the transfer of information is the internet and billboard advertisements, these do not always respect the ethical and moral rules for transferring the information, limiting integration and collaboration among their audiences; It also does not have the internal communication process management indicators.

PERCEPCIÓN ESTUDIANTIL SOBRE LOS PROCESOS DE COMUNICACIÓN INTERNA EN LA FACULTAD DE CONTABILIDAD Y AUDITORÍA, ULEAM