Digital and Offline Marketing in Arts and Culture
- to give a solid understanding of the specific nature of arts and culture organizations and environmental factors that affect them
- to provide and discuss the basic concepts, approaches, and current trends in traditional and digital marketing in arts and culture
- to develop students’ abilities to solve marketing management problems for arts and culture organizations
- to build students’ skills in marketing planning for arts and culture organizations
- to provide digital and offline marketing instruments for various tasks that marketers may face
- student is able to develop a marketing plan for an arts and culture organization and ultimately judge the success of the marketing strategy and its implementation
- student is able to implement (adjust and synthesize) selected digital and traditional marketing tools to analyze the problem, set the objectives and find solutions
- student is able to solve managerial problems in the field of arts and culture marketing and takes into account the specific nature of the sector
- student knows and is able to apply key definitions, concepts and theoretical approaches of marketing theory to arts and culture organizations
- Introduction to Arts Marketing
- The Context of Arts Marketing. Marketing Planning.
- Developing Arts Audiences.
- Positioning and Branding in the Arts
- The Marketing Mix. New Digital Practices for the Arts.
- Course project (marketing plan)Formatting and structure requirements: The marketing plan document (Report) is submitted in Word, 15-20 pages, 12 font size, 1.5 interval. The Report should consist of a title page, executive summary, the main part (according to the structure of the SOSTAC model for marketing planning), conclusion, reference list, and appendices (if any). The Reports are uploaded to LMS within a set deadline.
- Final TestIt is a written test with multiple-choice and open-ended questions, taken either in person in class or distantly through LMS. The test contains 30 questions. It 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. In case of a distant mode, a self-recording procedure may apply.
- Classroom and homework activitiesDuring seminars and at home the students perform different assignments. They may be done individually, in pairs, or in groups, depending on the requirements of the instructor for each particular assignment. The assignments correspond with one of the topics of the course and are aimed at improving students’ soft or hard skills. The types of assignments may be the following: case studies, problem-solving exercises, implementation of digital and offline marketing instruments and tools, course project intermediate presentation, presentation on a particular marketing topic, critical analysis of a scientific article, etc.
- Short testIt 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 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.
- 2022/2023 2nd module0.3 * Course project (marketing plan) + 0.15 * Short test + 0.25 * Classroom and homework activities + 0.3 * Final Test
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