ASSOCIATED TOOLS STRATEGIC MODEL CANVAS AND SWOT ANALYSIS APPLIED IN STRATEGIC PLANNING OF PUBLIC PROJECTS

DOI https://doi.org/10.5281/zenodo.10458853 In the face of relative autonomy, public managers can formulate their own strategies in the face of environmental variables. This study aims to answer the following: How to elaborate strategic planning in an institution of higher education using the Strategic Model Canvas tools associated with SWOT Analysis? The general objective of this study is to study the use of Strategic Model Canvas tools associated with SWOT analysis for practical actions in strategic planning at a public university. This study is based on the New Public Management theory, proposed in the context of Western governmental organizations. In the preparation the content analysis method is applied, organizing the research corpus from three stages, namely, pre-analysis, material exploration and treatment of results, inference and interpretation. As a result, it was found that the researched institution requires a mature work group, and clear definition of strategic objectives with performance indicators that are specific, measurable, attainable, relevant, and temporal. With the application of SWOT analysis one can see that the results support the development of the action plan, showing the strengths and opportunities to be boosted and weaknesses and threats to be mitigated, in addition to enabling inferences for the strategic direction, and evaluation of offensive and defensive capabilities. It was also possible to bring in these results proposals through simulation of the Strategic Model Canvas in the fronts that are pointed out in the task; which highlights complementary elements compared to the use of the BSC. This is a contribution from academia to managers committed to the excellence of the practices applied in this study. Keywords: New Public Management, Strategic Diagnosis, SWOT Analysis, Strategic Model Canvas.