Estudio de caso de la Alcaldía de Zapatoca – Santander: una aplicación de coaching y liderazgo, desarrollo de competencias directivas, prospectiva y estrategias de marketing

Abstract

In public sector, environmental conditions have been changing rapidly and profoundly. Leaders need to be permanently renewing their skills to have useful practical tools within the public administration. The objective of this work is to provide a theoretical discussion based mainly on documentary research, where the leader's competencies must be developed in any area in which he develops, without considering the specific environment in which they perform their duties. The development of managerial competences contributes to improve the performance of the Municipal Administration, the review of the literature gives an account of the above, in terms of determining characteristics that allow having a more global strategic vision to understand the changing environment and improve the performance of each one of the secretaries that make up the administration. In addition to this, the present project tries to identify the needs of the Municipal Mayor of Zapatoca, to project itself in the future, due to the changing environment, through an analysis of the prospective, the prospective management model proposed to be implemented in the Mayor's Office is presented of Zapatoca as a study of the future of the Mayor's Office, accompanied by a study in coaching applied to the municipal mayor's office, for the improvement of the working environment.