Bibliographic citations
Cáceres, M., Guzmán, J. (2022). Intervención a la entidad musical Asociación Cultural Musuq para el rediseño de estrategias de gestión e identidad de marca: diversificación de actividades y generación de valor [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/660908
Cáceres, M., Guzmán, J. Intervención a la entidad musical Asociación Cultural Musuq para el rediseño de estrategias de gestión e identidad de marca: diversificación de actividades y generación de valor [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/660908
@misc{sunedu/4388840,
title = "Intervención a la entidad musical Asociación Cultural Musuq para el rediseño de estrategias de gestión e identidad de marca: diversificación de actividades y generación de valor",
author = "Guzmán Flores, Joselin Mellissa",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
Throughout this project, an intervention proposal will be presented, in the format of a business plan, for the Musuq non profit Cultural Association, a space for musical activities that emerged in 2017 at the initiative of a group of composition students from the UPC music school, in order to publicize theirs and their peers work in the field of contemporary music. This self-managed project arises from the will of the students themselves because at the time of its establishment, there were no initiatives that would welcome them and allow them to constantly promote and disseminate their artistic creations. This association was born under the following guidelines, which appear as the definition of itself in its social networks: Musuq’s non profit Cultural Association is a space that is dedicated to promoting the creation and dissemination of Academic and New Music in Peru and where through collective presentations, talks, meetings of composers, workshops and collaborations with foreign artists, seeks to create a space where young Peruvian composers can exhibit their work and thus present new forms of musical expression to the public. Its approach also involves the use of new technologies to explore the limits of art, through the integration of electronic, multimedia, digital, interactive and generative elements as well as the interaction with other artistic disciplines. This intervention arises from the entity’s need to reinvent itself, to achieve the sustainability and profitability that to date, in its 5 years of operation and with its current work plan, marketing and organization management, it has not been able to obtain. The methodology of this action plan consists of the redesign of the Musuq Cultural Association's brand identity, together with the restructuring of its management strategies and activities through the relaunch of two of its current lines of service: workshops in face-to-face or virtual and concerts in face-to-face format with live virtual broadcast. These changes will be made in order to increase and diversify its scope of action tools, and thus its generation of value.
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