{"id":5129,"date":"2020-12-11T14:09:28","date_gmt":"2020-12-11T13:09:28","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=5129"},"modified":"2020-12-18T14:13:34","modified_gmt":"2020-12-18T13:13:34","slug":"marketing-cultural-e-xestion-de-publicos","status":"publish","type":"post","link":"https:\/\/edu.xestioncultural.com\/es\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/","title":{"rendered":"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n"},"content":{"rendered":"<p>Por <strong>Aldara Calo<\/strong><\/p>\n<p>Despois de varias sesi\u00f3ns en li\u00f1a volvemos \u00e1 presencialidade na facultade de Ciencias Econ\u00f3micas e Empresariais para asistir a clase sobre marketing e cultura da man de <a href=\"http:\/\/edu.xestioncultural.com\/es\/equipo-docente\/#toggle-id-8\" target=\"_blank\" rel=\"noopener\">Beatriz Font\u00e1n<\/a>. A clase comezou con Sergio Lago pregunt\u00e1ndonos as nosas opini\u00f3ns entorno a clase anterior e sobre o traballo realizado en torno \u00f3 noso proxecto grupal, facendo fincap\u00e9 en d\u00fabidas sobre a presentaci\u00f3n do vindeiro venres. Posteriormente deu paso \u00e1 po\u00f1ente da presente sesi\u00f3n.<\/p>\n<p>Para esta sesi\u00f3n acompa\u00f1ounos Beatriz Font\u00e1n especialista en marketing no \u00e1mbito cultural cunha ampla experiencia no sector. Ao comezo preguntounos a cada un dos asistentes, cham\u00e1ndonos polo noso nome, que esperabamos aprender ao longo da clase. Tras escoitar as nosas expectativas unha a unha empezou a explicar o programa de xesti\u00f3n de p\u00fablicos e como este variou para dar soluci\u00f3n as necesidades dos consumidores acerca da crise sanitaria que vivimos pola covid-19.<\/p>\n<p>O marketing no \u00e1mbito cultural non trata de buscar un fin como ocorre noutros sectores, sen\u00f3n que \u00e9 un medio no cal debe estar presente a empat\u00eda e onde as palabras clave ser\u00edan conectar, relacionar e crear comunidade. Entra aqu\u00ed o concepto de marketing relacional que busca a retenci\u00f3n e satisfacci\u00f3n do cliente en vez dunha mera transacci\u00f3n de ventas. Como exemplo daprocura por parte das entidades de co\u00f1ecer as necesidades dos<br \/>\nconsumidores f\u00edxonos facer unha enquisa realizada polo Ministerio de Cultura e Deporte para posteriormente explicarnos o obxectivo final que se buscaba coas preguntas.<\/p>\n<p>&nbsp;<\/p>\n<h5>A proposta de valor<\/h5>\n<p>A maior parte do tempo, a sesi\u00f3n consistiu en axudarnos a avanzar no nosos proxecto fac\u00e9ndonos a cada un dos seis grupos pensar en diferentes aspectos do traballo, como por exemplo cal era a nosa proposta de valor ( preguntarse cinco <em>para que<\/em>), o noso p\u00fablico obxectivo, as nosas prioridades, a estratexia, canles dos que dispo\u00f1emos, o contido de oferta ( fidelizaci\u00f3n) o ou o contido de demanda (captaci\u00f3n).<\/p>\n<p>Nos \u00faltimos momentos da sesi\u00f3n explicounos diferentes criterios de segmentaci\u00f3n que nos axudar\u00edan a escoller con maior precisi\u00f3n o p\u00fablico obxectivo ao que nos pretendemos dirixir no traballo do curso. Este proceso de segmentaci\u00f3n conta con diferentes ferramentas, como dividir<br \/>\natendendo \u00e1s xeraci\u00f3ns (os individuos de cada grupo comparten rasgos en com\u00fan), atendendo a criterios de formaci\u00f3n (estadio evolutivo \/ contexto mediaci\u00f3n), fix\u00e1ndonos en variables obxectivas\u00a0 (beneficio buscado\u2026), variables subxectivas ( caracter\u00edsticas sociodemogr\u00e1ficas\u2026) ou creando n\u00f3s un <em>collage<\/em> chamado <em>gust\u00f3metro<\/em> onde definimos o perfil do noso consumidor ideal. Para finalizar Beatriz Font\u00e1n explicounos unhas bases para que nos sirvan de referencia para o futuro e que consisten nunha retroalimentaci\u00f3n continua do proceso de diversificac\u00edon, fidelizaci\u00f3n, captaci\u00f3n, forma e seduci\u00f3n.<\/p>","protected":false},"excerpt":{"rendered":"<p>Por Aldara Calo Despois de varias sesi\u00f3ns en li\u00f1a volvemos \u00e1 presencialidade na facultade de Ciencias Econ\u00f3micas e Empresariais para asistir a clase sobre marketing e cultura da man de Beatriz Font\u00e1n. A clase comezou con Sergio Lago pregunt\u00e1ndonos as nosas opini\u00f3ns entorno a clase anterior e sobre o traballo realizado en torno \u00f3 noso [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":5138,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-5129","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-6a-edicion-2020-21"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n - USC Xesti\u00f3n Cultural<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/edu.xestioncultural.com\/es\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n - USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"og:description\" content=\"Por Aldara Calo Despois de varias sesi\u00f3ns en li\u00f1a volvemos \u00e1 presencialidade na facultade de Ciencias Econ\u00f3micas e Empresariais para asistir a clase sobre marketing e cultura da man de Beatriz Font\u00e1n. A clase comezou con Sergio Lago pregunt\u00e1ndonos as nosas opini\u00f3ns entorno a clase anterior e sobre o traballo realizado en torno \u00f3 noso [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/edu.xestioncultural.com\/es\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/\" \/>\n<meta property=\"og:site_name\" content=\"USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-11T13:09:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-18T13:13:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"719\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"bencuriosa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"bencuriosa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/\"},\"author\":{\"name\":\"bencuriosa\",\"@id\":\"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/46768c887e9d5f3560545d3cb1776847\"},\"headline\":\"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n\",\"datePublished\":\"2020-12-11T13:09:28+00:00\",\"dateModified\":\"2020-12-18T13:13:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/\"},\"wordCount\":491,\"commentCount\":1,\"image\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg\",\"articleSection\":[\"6\u00aa edici\u00f3n 2020-21\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/\",\"url\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/\",\"name\":\"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n - USC Xesti\u00f3n Cultural\",\"isPartOf\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg\",\"datePublished\":\"2020-12-11T13:09:28+00:00\",\"dateModified\":\"2020-12-18T13:13:34+00:00\",\"author\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/46768c887e9d5f3560545d3cb1776847\"},\"breadcrumb\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#primaryimage\",\"url\":\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg\",\"contentUrl\":\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg\",\"width\":1280,\"height\":719},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/edu.xestioncultural.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/edu.xestioncultural.com\/#website\",\"url\":\"https:\/\/edu.xestioncultural.com\/\",\"name\":\"USC Xesti\u00f3n Cultural\",\"description\":\"Posgrao en Xesti\u00f3n e Innovaci\u00f3n Cultural na Universidade de Santiago de Compostela\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/edu.xestioncultural.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/46768c887e9d5f3560545d3cb1776847\",\"name\":\"bencuriosa\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/485c909532241cb45c7d3af7fefa036a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/485c909532241cb45c7d3af7fefa036a?s=96&d=mm&r=g\",\"caption\":\"bencuriosa\"},\"url\":\"https:\/\/edu.xestioncultural.com\/es\/author\/bencuriosa\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n - USC Xesti\u00f3n Cultural","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/edu.xestioncultural.com\/es\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/","og_locale":"es_ES","og_type":"article","og_title":"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n - USC Xesti\u00f3n Cultural","og_description":"Por Aldara Calo Despois de varias sesi\u00f3ns en li\u00f1a volvemos \u00e1 presencialidade na facultade de Ciencias Econ\u00f3micas e Empresariais para asistir a clase sobre marketing e cultura da man de Beatriz Font\u00e1n. A clase comezou con Sergio Lago pregunt\u00e1ndonos as nosas opini\u00f3ns entorno a clase anterior e sobre o traballo realizado en torno \u00f3 noso [&hellip;]","og_url":"https:\/\/edu.xestioncultural.com\/es\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/","og_site_name":"USC Xesti\u00f3n Cultural","article_published_time":"2020-12-11T13:09:28+00:00","article_modified_time":"2020-12-18T13:13:34+00:00","og_image":[{"width":1280,"height":719,"url":"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg","type":"image\/jpeg"}],"author":"bencuriosa","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"bencuriosa","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#article","isPartOf":{"@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/"},"author":{"name":"bencuriosa","@id":"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/46768c887e9d5f3560545d3cb1776847"},"headline":"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n","datePublished":"2020-12-11T13:09:28+00:00","dateModified":"2020-12-18T13:13:34+00:00","mainEntityOfPage":{"@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/"},"wordCount":491,"commentCount":1,"image":{"@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#primaryimage"},"thumbnailUrl":"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg","articleSection":["6\u00aa edici\u00f3n 2020-21"],"inLanguage":"es","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/","url":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/","name":"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n - USC Xesti\u00f3n Cultural","isPartOf":{"@id":"https:\/\/edu.xestioncultural.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#primaryimage"},"image":{"@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#primaryimage"},"thumbnailUrl":"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg","datePublished":"2020-12-11T13:09:28+00:00","dateModified":"2020-12-18T13:13:34+00:00","author":{"@id":"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/46768c887e9d5f3560545d3cb1776847"},"breadcrumb":{"@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#primaryimage","url":"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg","contentUrl":"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2020\/12\/131016012_2868318380114273_6146899904637268773_o.jpg","width":1280,"height":719},{"@type":"BreadcrumbList","@id":"https:\/\/edu.xestioncultural.com\/2020\/12\/marketing-cultural-e-xestion-de-publicos\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/edu.xestioncultural.com\/"},{"@type":"ListItem","position":2,"name":"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n"}]},{"@type":"WebSite","@id":"https:\/\/edu.xestioncultural.com\/#website","url":"https:\/\/edu.xestioncultural.com\/","name":"USC Xesti\u00f3n Cultural","description":"Posgrao en Xesti\u00f3n e Innovaci\u00f3n Cultural na Universidade de Santiago de Compostela","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/edu.xestioncultural.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/46768c887e9d5f3560545d3cb1776847","name":"bencuriosa","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/485c909532241cb45c7d3af7fefa036a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/485c909532241cb45c7d3af7fefa036a?s=96&d=mm&r=g","caption":"bencuriosa"},"url":"https:\/\/edu.xestioncultural.com\/es\/author\/bencuriosa\/"}]}},"_links":{"self":[{"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/posts\/5129","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/comments?post=5129"}],"version-history":[{"count":5,"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/posts\/5129\/revisions"}],"predecessor-version":[{"id":5139,"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/posts\/5129\/revisions\/5139"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/media\/5138"}],"wp:attachment":[{"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/media?parent=5129"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/categories?post=5129"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/edu.xestioncultural.com\/es\/wp-json\/wp\/v2\/tags?post=5129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}