Propuesta estratégica para la promoción en medios digitales, físicos y comunicaciones personales del museo Casa María Augusta Urrutia ubicado en el Centro Histórico de Quito
The goal of this project is to design a strategic proposal for the promotion in digital, physical and personal communications media of the Casa Maria Augusta Urrutia Museum located in the historic center of Quito. As a first step, we sought to obtain a current panorama of the conceptualization of th...
Furkejuvvon:
| Váldodahkki: | |
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| Materiálatiipa: | bachelorThesis |
| Giella: | spa |
| Almmustuhtton: |
2019
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| Fáttát: | |
| Liŋkkat: | http://dspace.udla.edu.ec/handle/33000/10493 |
| Fáddágilkorat: |
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Lasit fáddágilkoriid | Čoahkkáigeassu: | The goal of this project is to design a strategic proposal for the promotion in digital, physical and personal communications media of the Casa Maria Augusta Urrutia Museum located in the historic center of Quito. As a first step, we sought to obtain a current panorama of the conceptualization of the museums and the use of these spaces at local and foreign level for which the theoretical framework was worked in the first instance as an instrument of presentation. The topics addressed revolved around the museum situation, its context, function, structure of work, use of approaching technologies, means of diffusion and promotion. For the situational characterization, the analysis of the internal and external environment was required, supporting the use of methodologies such as Pest and Porter. On the other hand, we worked on the design of market competition matrices where they related and studied products, services, strategies and best practices of museums that are located within the historical center. Likewise, we made the determination of the profile of the client that visits the museum, in mention, to recognize the necessities and preferences of the consumer when entering this space. The analysis of results allowed generating an updated data in terms of the perception of services and products that are offered within the museum by the visitors, where it was observed the need to improve, reinvent and propose the promotion of rooms, collections and facilities. It was also considered the opinion of people specializing in museology, culture and public and private sector heritage for the creation of new strategies focused on the promotion of the museum. Finally, we proceeded to design the strategic marketing proposal using the three main broadcast channels mentioned above. We raised the types of strategy to use, the actions to be carried out, personnel in charge of the execution, in addition to the application of objectives at organizational, tactical and operational level to generate an effective communication in the medium. |
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