Digital and Offline Marketing in Arts and Culture

2020/2021

Academic Year

ENG

Instruction in English

6

ECTS credits

Delivered at:

Department of Management

Course type:

Compulsory course

When:

1 year, 3, 4 module

Instructors

Borovskaya, Irina

Gorgadze, Aleksei

Zelenskaya, Elena

Kuznetsova, Anastasiya

Course Syllabus

Abstract

The course «Digital and Offline Marketing in Arts and Culture» is intended for students studying the features of marketing management in the field of arts and culture. Students will receive knowledge and competencies that allow them to actively participate in the development of digital and offline marketing strategies and the practical application of relevant approaches, methods and tools. The course has a strong practical focus, as it includes project work on a marketing plan, real-life case studies of arts and culture organisations and problem-solving exercises, as well as acquaintance with cutting-edge instruments of digital marketing.

Learning Objectives

• 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

Expected Learning Outcomes

• 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.

Course Contents

• 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 Mix
  Product and Product Policy. Price and Pricing Policy. Channel Management and Retailing. Marketing Communications.
• Actions & Control
  Basics 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 & Visualization
  Presentation of the results of design work. Rules for the design of graphs, figures, tables, presentations. Web design tools.

Assessment Elements

• Class & HW activities
  The 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 1
  It 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 2
  It 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 Projects
  The students prepare a peer review of the marketing plan report created by a fellow group.
• Project

Interim Assessment

• 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

Bibliography

Recommended Core Bibliography

• 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

Recommended Additional Bibliography

• Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.