Communication education with the productive business system through a digital consulting model

Authors

  • Yadira Argota Pérez Centro de Investigaciones Avanzadas y Formación Superior en Educación, Salud y Medio Ambiente “AMTAWI”. Ica, Perú
  • Nicolás Fidel Calderón Urriola Escuela Ingeniería Comercial. Universidad Nacional Jorge Basadre Grohmann. Tacna, Perú
  • Carlos Roger Apaza Flores Escuela Profesional de Administración de Turismo Sostenible y Hotelería. Universidad Nacional de Huanta. Ayacucho, Perú
  • Jenny Edith Quispe Quispe Universidad Privada de Tacna. Tacna, Perú
  • Germán Elvis Sosa Paucar Centro de Estudios Universidad Nacional Jorge Basadre Grohmann. Tacna, Perú

Keywords:

business communication, communication education, digital consulting, digital transformation, entrepreneurship

Abstract

Introduction: Digital transformation required the integration of communication, knowledge, and educational guidance with the needs of the productive business system. Objective: To describe communication education within the productive business system through a digital consulting model. Materials and methods: A quantitative, descriptive, non-experimental, cross-sectional study was conducted between March and October 2025. The participants were 31 entrepreneurs from Ica and Tacna, Peru, selected through non-probability convenience sampling. A structured scale was administered, validated through expert judgment and assessed using Cronbach’s alpha. Descriptive statistics, the Shapiro–Wilk test, and Spearman’s rho correlation coefficient were calculated, with α = 0.05. Results: The dimensions received favorable ratings, particularly communication of business needs and knowledge exchange. Non-normality predominated, supporting the use of Spearman’s correlation. Positive and statistically significant associations were identified among the dimensions studied, with the strongest association observed between knowledge exchange and business diagnosis (ρ = 0.57; p = 0.001), as well as between decision-making guidance and digital guidance (ρ = 0.54; p = 0.002). Consultative follow-up showed more limited associations. Discussion: The findings corroborated the relevance of communication and knowledge exchange in articulating digital business guidance processes, while highlighting the need to strengthen mechanisms for continuous support. Conclusions: Communication education was favorably associated with digital consulting, strengthening knowledge exchange, diagnosis, guidance, and articulation with the productive business system.

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Published

2026-08-12

How to Cite

Argota Pérez, Y., Calderón Urriola, N. F., Apaza Flores, C. R., Quispe Quispe, J. E., & Sosa Paucar, G. E. (2026). Communication education with the productive business system through a digital consulting model. Maestro Y Sociedad, 23(3), 3003–3011. Retrieved from https://maestroysociedad.uo.edu.cu/index.php/MyS/article/view/7885

Issue

Vol. 23 No. 3 (2026)

Section

Artículos

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Copyright (c) 2026 Yadira Argota Pérez, Nicolás Fidel Calderón Urriola, Carlos Roger Apaza Flores, Jenny Edith Quispe Quispe, Germán Elvis Sosa Paucar

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