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 knows and is able to apply key definitions, concepts and theoretical approaches of marketing theory to arts and culture organizations
- 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 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
- Introduction to Arts MarketingA brief history of marketing. Marketing management orientations. Marketing evolution (from marketing 1.0 to marketing 4.0). What are the arts? What are creative industries? Marketing as art. Arts and commercial brands: collaborations between artists, cultural institutions and brands. Key issues in contemporary arts marketing research.
- The Context of Arts Marketing. Marketing Planning.Cultural policy and arts marketing. State support for the arts. Some key dilemmas for arts marketing: amateur vs professional arts, accessibility vs excellence, ethics in the arts, etc. The arts marketing environment. Marketing strategy formation process. Analysis – Decisions – Outcomes. Definitions of a marketing plan. The SOSTAC model. Situation analysis. SWOT, PEST, 5 forces and other instruments. Some digital instruments for analyzing online presence.
- Developing Arts Audiences.Traditional types of segmentation: geographic, socio-demographic, psychographic, etc. Typical segmentations in the arts and culture sphere. Features of a “good” market segment and ways to create customer avatars (user/buyer personas). Diversity of strategies for developing and engaging arts audiences. Creating communities, membership programmes, and friends’ clubs.
- Positioning and Branding in the ArtsTargeting and positioning, positioning mapping. What is and what is not a brand? Key brand-related definitions: brand equity, brand identity, brand image. Brand name, brandmark, and tagline. Key features of effective brands. Branding in the arts. Artists as brands. Developing visual identity for an arts and culture organization.
- The Marketing Mix. New Digital Practices for the Arts.Different approaches to the marketing mix – 4Ps, 7Ps, 8Ps, 4Cs, etc. Product management, product levels. Arts as a product. The complexity of cultural product. Pricing in the arts and culture. Price discrimination. Key psychological principles concerning money and pricing. Different pricing strategies for different cultural goods: luxury and credence goods, collectible goods and rarities, durable goods, perishable goods (live performances), digital goods, etc. Distribution tools of the arts. Integrated marketing communications. ATL and BTL communications. Earned, owned, paid media. Opportunities of digital marketing for the arts. Tools for engaging promotion. Digital experiences and practices – the case of the Munch museum in Oslo.
- 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.
- Short testIt is a written test with closed questions, taken either in person in class or distantly through LMS or MS Teams. The test focuses on the material discussed in class. To prepare for it, students should attend lectures and seminars and be acquainted with all course materials.
- Final Test (Exam)It is a written test with closed and open-ended questions, taken either in person in class or distantly through LMS or MS Teams. 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.
- Peer Review of ProjectsIn groups, the students prepare a peer review of the marketing plan report created by a fellow group.
- Project (Marketing Plan)Marketing plan report and its oral presentation.
- Interim assessment (4 module)0.29 * Class & HW activities + 0.29 * Final Test (Exam) + 0.05 * Peer Review of Projects + 0.27 * Project (Marketing Plan) + 0.1 * Short test
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