Plan básico de marketing cultural aplicado al servicio de la danza y el teatro en la ciudad de Cuenca

Abstract

This thesis project seeks to be a basic guide on the implementation of cultural marketing instruments aimed at the market coming from the creative and cultural industries; specifically oriented to cultural and sociocultural groups or institutions of the performing arts of the Cuenca city. The assumption is that: "due to the lack of specialists in the field of cultural management and the lack of inclusion of professional training components in artistic careers, the expected results in terms of sustainability are not obtained”. The objective is to establish a basic cultural marketing plan to be used by the value chain of a creative product, good or service in the field of the performing arts, focusing on theater and dance to achieve viable economic results. As the project is developed, needs to adopt the strategies and tactics of cultural marketing to the local reality, from the perspective of the Retaza collective, setting a precedent for base or zero line for future research.