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Market Analysis
This episode presents the importance of incorporating market analysis at all stages of business management and entrepreneurship. We will discuss the aspects of the external environment that affect creative entrepreneurship. The analysis of the value chain is also presented as a tool to understand the different stages of an industry as a mechanism to understand…
Mercadeo
Este capítulo explora la disciplina del mercadeo como principal recurso para llegar a los clientes. Se analiza la importancia de la investigación de mercados y conducta del consumir para desarrollar una estrategia efectiva. De igual forma, se discuten los elementos de un plan táctica con acciones directas que implementen la estrategia. El capítulo incorpora la…
Organizational Design
This episode presents organizational design as a determining factor to implement the strategy of the creative venture. Aspects such as the organizational structure and the importance of human resources, processes and leadership in business management are discussed. Different models are presented to adapt it to the reality of cultural and creative enterprises. Objectives Know the…
The Importance of Culture
This episode presents some of the main discussions about culture as a development infrastructure. Some debates between culture and development, globalization, the economic dimension of culture and an introduction on the scope of cultural policies are presented. Objectives Understand the relationship between cultural and creative work and different components of development Understand the main definitions…
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