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http://hdl.handle.net/10609/135326
Title: | Plan de marketing digital para la Asociación Cultural y Ambiental Cueva Rajada |
Author: | Martín Andrades, Francisco José |
Tutor: | Méndez-Aparicio, M Dolores |
Others: | Cerdan Chiscano, Monica |
Abstract: | This assignment involves a proposed digital strategy or digital marketing plan for the Cultural and Environmental Association Cueva Rajada to be carried out during 2022 in Tenerife (Canary Islands). This digital strategy will allow it to get more volunteers thus facilitating the achievement of its strategic objectives. Through a bibliographic review of secondary information sources and internal documents of Cueva Rajada, a complete investigation of the association and its context has been developed, including external analysis (macroenvironment and microenvironment) and internal analysis, placing special emphasis on the concepts that influence the digital ecosystem. Next, the digital strategy to follow has been defined based on this analysis, defining the target audience, writing objectives and proposing tactics that guide users towards conversion and their subsequent brand loyalty. Finally, control mechanisms have been established and the economic results of this digital marketing plan have been reflected to justify the expenses to the Cabildo of Tenerife in order to obtain the necessary financing. |
Keywords: | digital marketing Cultural and Environmental Association Cueva Rajada environmental organizations marketing for ONGs |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | 24-Jun-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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fcomarand1TFM0621memoria.pdf | Memoria del TFM | 3,87 MB | Adobe PDF | View/Open |
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