Examinando por Materia "Marketing de territorio"

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  • Publicación
    Restringido
    Plan de gestión para la difusión de contenidos digitales del proyecto “el lugar donde todo comenzó” a través de las TIC.
    (Cúcuta, Universidad de Santander, 2020, 2020-03-19) Arévalo Arévalo, Marisela; Castro Barreto, Nahara Isabel; Pinto Sierra, Andrea Estefanía; Rodríguez Galezo, Lorencita.
    The present work seeks to strengthen the dissemination of the “The Place Where It All Started” campaign presented to the public in 2017 that aims to publicize the tourist places of the region, which had a short period of dissemination developing mostly through traditional media such as television, movies, magazines, among others. For this reason, a digital communication strategy was proposed that optimizes the visibility of the campaign as a brand through ICT information and communication technologies, for this purpose a diagnosis was developed through a structured interview and documentary review of the actions undertaken. within the framework of the campaign, according to the variables: use of alternative media such as social networks, dissemination scope and personnel involved. Subsequently, scope, time, cost and interest management plans were drawn up framed in the good practices of PMI (Project Management Institute) and its basics guide for project management (PMBOK Guide 5h version) which allowed to establish the resources, activities, time and budget required to increase the diffusion time of the region brand, thus improving the recognition of Norte de Santander as a tourist destination at an international and national level.