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http://hdl.handle.net/10609/128806
Title: | Plan de marketing digital para el gobierno vasco |
Author: | Lopez de Abeasturi Ortiz de Pinedo, Aitor |
Tutor: | Lorenzo Romero, Carlota |
Abstract: | This Master's Dissertation develops an annual digital marketing plan for a Public Administration, the Basque Government, with the main objective of carrying out online procedures at the electronic headquarters, compared to a face-to-face mode. To do this, a presentation will be made with a brief description of the Basque Government business and its model, an internal and external analysis of the situation and a diagnosis of the diagnosis through a diagram representing its weaknesses, threats, strengths and opportunities (SWOT diagram). The target audience is geographically centered in the Basque Country and will carry out procedures with the Basque Government such as requesting aid, paying fines or registering for competitions. Legislation obliges companies to carry out these procedures digitally and gives individuals the option to at least carry them out digitally. A series of actions will be defined to help users in this conversion process. For this, a series of actions will be defined to reach the general objective and specific SMART objectives. The income of the Public Administrations mostly corresponds to taxes, which together with expenses will allow us to define the budget for the annual marketing plan. A schedule will be defined to carry out the actions proposed to achieve the objectives. Finally, each of the actions will be monitored with a monthly calculation and an adjustment for deviations. This marketing plan is intended to be the basis for application in other public administrations or autonomous bodies. |
Keywords: | digital marketing public administrations electronic processing basque government electronic office competitive examinations procedures |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | 19-Jan-2021 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Trabajos finales de carrera, trabajos de investigación, etc. |
Files in This Item:
File | Description | Size | Format | |
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aitorlaTFM0121memoria.pdf | Memoria del TFM | 4,33 MB | Adobe PDF | View/Open |
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