Esta investigación tiene como base, nuestra relación cercana con el público joven universitario, dada nuestra experiencia laboral en la universidad privada, como es el caso de la Universidad Peruana de Ciencias Aplicadas, donde se viene desarrollando un modelo de Gestión Cultural Universitaria con un enfoque transversal. La metodología empleada es de carácter cualitativa exploratoria y abarcó: 05 entrevistas a profundidad realizadas a un panel seleccionado de expertos vinculados a temas de promoción y gestión cultural. Como parte de la investigación, se identificaron las reflexiones de los entrevistados en materia de gestión cultural y bajo la perspectiva DIRCOM de Joan Costa, visto en esta maestría. Para luego, analizar el modelo de Gestión Cultural universitaria de la UPC e identificar en qué medida este modelo incentiva la promoción de las artes. Finalmente, como resultado del análisis, se ha elaborado un mapa de actores de articulación en materia de gestión cultural universitaria para promover las artes, pensamos que esto puede servir para replicar en el resto del sistema universitario peruano importantes sinergias y alianzas que visibilicen las experiencias de los jóvenes y así mismo permitan el desarrollo de sus competencias blandas, enriqueciendo el bagaje cultural de los universitarios bajo un enfoque de vida universitaria. Así como también, desarrollar el mercado, con la promoción y el consumo de bienes artístico culturales. / This investigation has as baseline, our close relationship with students, given the work experience in a private university, as it is Universidad Peruana de Ciencias Aplicadas (UPC), which is working a cultural education model with a transversal focus. The research methodology is qualitative exploratory and it includes 06 in-depth interviews done to a selected panel of experts in promotion and cultural management. As part of this study, there have been identified the perspectives and reflections of the interviewee. Based on the perspective of the DIRCOM model from Joan Costa, topic covered in coursework, it has been analyzed the educational cultural management model of UPC to identify approaches this model incentivates art promotion. Finally, as result of the analysis, a map of actors of articulation has been drawn up in terms of college cultural management to promote the arts, since this could serve to replicate in the university system important synergies and alliances that make visible the experiences of young people and also allow the development of soft skills, enrich the cultural baggage of college students from a perspective of college life. As well as, promote the consumption of artistic cultural goods in the new generations. / Trabajo de investigación

The strategic conception of the communication is an approach in constant evolution, which according to the kind of organization acquires particular aspects. This research describes the communication management of 49 local governments in the Province of Lima and Callao in Peru, analyzed from the strategic communication perspective, starting with the analysis of the documents that establish their institutional policy and the appreciations from direct sources. The context is studied taking into account that these organizations, being public institutions, are subject to specific conditions, which define the communicative dimension supported by setting goals and objectives oriented to encourage good relationships with the diverse audience and with the vision of ensuring the transparency and the access to the information by all the citizens; in this context the organizational policies and guidelines, as well as the performance and responsibilities of the persons in charge of managing the communication areas, play a fundamental role, therefore considering the communication management from strategy requires a distinguishing approach which makes sure that the process develops efficiently. This study brings conclusions that help to understand the current situation and also to recognise opportunities of improvement in this specific scenario.