Delivered at:: Department of Management

Course type:: Compulsory course

When:: 1 year, 2 module

Instructor

Zelenskaya, Elena

Full Syllabus

Abstract

The course ‘Digital and Offline Marketing in Arts and Culture’ aims to provide insights into the field of marketing in the cultural and creative sectors. It applies the general marketing theory and practice to arts and culture organizations, and considers the specific features of the sector which result from the multipurpose nature of arts and culture organizations that does not boil down to financial results. A key idea that runs like a red thread through the course is that arts and culture organizations should be viewed as brands. They need to create effective positioning, implement strategies of developing and engaging audiences, create a unique artistic product, and maintain integrated marketing communications in digital and offline channels with a multitude of stakeholders. The course intends to provide the students with hands-on skills and competencies in marketing through the active use of real-life case studies of Russian and foreign arts and culture organizations in classroom, and a marketing plan project, that are vital parts of the course content.

Learning Objectives

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

Expected Learning Outcomes

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

Course Contents

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.

Assessment Elements

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 Test
It 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 activities
During 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 test
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 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.

Interim Assessment

2022/2023 2nd module
0.3 * Course project (marketing plan) + 0.15 * Short test + 0.25 * Classroom and homework activities + 0.3 * Final Test

Bibliography

Recommended Core Bibliography

Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
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
Hannah Lewi, Wally Smith, Dirk vom Lehn, & Steven Cooke. (2020). The Routledge International Handbook of New Digital Practices in Galleries, Libraries, Archives, Museums and Heritage Sites. Routledge.
Hendrik Sonnabend. (2019). Pricing. Chapters, 87.
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
Wilmsen, F. (2020). Commissioning artists’ brands: the case of the Deutsche Guggenheim. Journal of Visual Art Practice, 19(3), 284–296. https://doi.org/10.1080/14702029.2020.1811489

Recommended Additional Bibliography

Agostino, D. (2018). Can Twitter Add to Performance Evaluation in the Area of Performing Arts? Reflections from La Scala Opera House. Journal of Arts Management, Law & Society, 48(5), 321–338. https://doi.org/10.1080/10632921.2018.1431985
Akbar, S., & Sharp, A. (2020). Strengths and challenges of Aboriginal art centre marketing. Australian Aboriginal Studies, 1, 66–83.
Besana, A., Bagnasco, A. M., Esposito, A., & Calzolari, A. (2018). It’s a Matter of Attention: The Marketing of Theatres in the Age of Social Media. International Journal of Arts Management, 20(3), 20–37.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Miles, S. (2018). “Do We Have LIFT-Off?” Social Media Marketing and Digital Performance at a British Arts Festival. Journal of Arts Management, Law & Society, 48(5), 305–320. https://doi.org/10.1080/10632921.2017.1366379
Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.
Preece, C., & Kerrigan, F. (2015). Multi-stakeholder brand narratives: an analysis of the construction of artistic brands. Journal of Marketing Management, 31(11–12), 1207–1230. https://doi.org/10.1080/0267257X.2014.997272

Master’s Programme 'Arts and Culture Management'

Contacts

Double Degree Track

Strategic Partner of the Programme

Digital and Offline Marketing in Arts and Culture