Creación de un Modelo de Gestión de Marketing Social y Cultural para el sector educativo secundario de la zona urbana de la ciudad de Riobamba, caso práctico Fundación Cultural de Arte Nativo, período 2014

Abstract

This research aims to create a model of Marketing Management Social and Cultural secondary education sector in the urban perimeter of the city of Riobamba practical case Cultural Foundation Native Art, period 2014 to encourage young people to ransom their cultural identity in respect to cinema, theater, painting, sculpture, music, dance, literature specific to the province and the country as well as to communicate efficiently performing various activities relating to art and culture. With surveys of first year students in high school, secondary educational establishments the urban perimeter of the city of Riobamba, is determined as proposed the development of a Model Management Marketing, Social and Cultural containing corporate image strategies promotion, advertising and also training for young people, for the development of each strategy will use massive means as radio, print and alternative media such as posters, calendars, folders, pens, bracelets, shirts and hats that will be given to students of secondary schools in the city. With the application of the management model of social and cultural marketing is expected to increase the interest of young people to change their idiosyncrasies and rescue their cultural identity. It recommends the application of marketing management model to link youth with cultural aspects that contribute to their formation, not only academic but also personal.