Marketing plan for the Colla Castellers Xiquets de Tarragona

Identifier:  TFG:10237

Handle: https://hdl.handle.net/20.500.11797/TFG10237

Authors:  Roldán Montfort, Josep

Abstract:
This Bachelor’s thesis designs a strategic marketing plan for the *Colla Castellers Xiquets de Tarragona* with the aim of strengthening brand identity, improving positioning, recruiting and retaining members, and exploring new funding sources. Adopting a qualitative and proactive approach, the study draws on a literature review, secondary sources, a digital audit, and interviews with key informants. The theoretical framework integrates Kotler and Andreasen’s (1987) marketing for non-profit organizations and Colbert and Cuadrado’s (2010) cultural marketing to formulate a proposal consistent with the group's cultural and community-based nature.