Digital and Offline Marketing in Arts and Culture
- to provide and discuss the basic concepts, approaches, and current trends in traditional and digital marketing
- to develop students’ abilities in marketing strategic thinking and understanding the company’s competitive position in the rapidly changing environment
- to foster the skills in marketing planning
- students are expected to know and apply key definitions, concepts and theoretical approaches of marketing theory;
- students are expected to be able to develop a marketing plan and ultimately judge the success of the marketing strategy and its implementation
- students are expected to acquire the skills of marketing strategic thinking and understanding the company's competitive position in a rapidly changing environment;
- learn to use digital marketing tools;
- learn to correctly and effectively present the results of project work.
- Introduction to arts marketing.A brief history of marketing. Marketing management orientations. Marketing evolution. Traditional vs. digital marketing. Cultural sector and the Internet. Key issues in contemporary arts marketing research.
- The Context of Arts Marketing. Marketing Planning.Cultural policy and arts marketing. Some key dilemmas for arts marketing. The arts marketing environment. Marketing strategy formation process. SOSTAC model. Situation analysis. Objectives.
- Arts Audiences. Segmentation, Targeting, Positioning.Traditional types of segmentation. Market segmentation of arts consumers. Types of targeting strategies. Positioning.
- Digital tools in marketing analysis.Marketing strategy in the digital environment. Digital audience concept. Types of digital audiences and selection criteria. Description of the target audience. Creating a portrait of the consumer. Digital audience search and analysis tools. Competitors in the digital environment. Open data strategy: benefits and risks. Principles and criteria for identifying competitors in the digital environment. Analysis of pricing and assortment. Determination of positioning. Webometric data. Competitor search and analysis tools.
- Branding in the Arts.What is and what is not a brand? Key brand-related definitions: brand equity, brand identity, brand image. Brand name, brandmark, and tagline.
- Marketing MixProduct and Product Policy. Price and Pricing Policy. Channel Management and Retailing. Marketing Communications.
- Actions & ControlBasics of the Action and Control parts in the SOSTAC model. Planning a budget, distribution of tasks in time periods, efficiency control. KPI. Sharing Economy as a possible action.
- Design & VisualizationPresentation of the results of design work. Rules for the design of graphs, figures, tables, presentations. Web design tools.
- Class & HW activitiesThe types of assignments may be the following: case studies, problem-solving exercises, implementation of digital and offline marketing instruments and tools, presentation on a particular marketing topic, critical analysis of a scientific article, etc.
- Intermediate presentation
- Short test 1It is a written test with multiple-choice and open questions, taken either in person in class or distantly through LMS. The test contains 20 questions (multiple-choice and open questions) and focuses on the material discussed in class. To prepare for it, students should attend lectures and seminars and be acquainted with all course materials placed on LMS.
- Short test 2It is a written test with multiple-choice and open questions, taken either in person in class or distantly through LMS. The test contains 20 questions (multiple-choice and open questions) and focuses on the material discussed in class. To prepare for it, students should attend lectures and seminars and be acquainted with all course materials placed on LMS.
- Peer Review of ProjectsThe students prepare a peer review of the marketing plan report created by a fellow group.
- Interim assessment (4 module)0.25 * Class & HW activities + 0.1 * Intermediate presentation + 0.1 * Peer Review of Projects + 0.3 * Project + 0.125 * Short test 1 + 0.125 * Short test 2
- Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
- Cavallone, M. (2017). Marketing and Customer Loyalty : The Extra Step Approach. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1516920
- Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Vol. 5 edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1496981
- Colbert, F. (2017). A Brief History of Arts Marketing Thought in North America. Journal of Arts Management, Law & Society, 47(3), 167–177. https://doi.org/10.1080/10632921.2016.1274700
- Kemp, E., & Poole, S. M. (2016). Arts Audiences: Establishing a Gateway to Audience Development and Engagement. Journal of Arts Management, Law & Society, 46(2), 53–62. https://doi.org/10.1080/10632921.2016.1150929
- Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.