Кто читает:: Департамент менеджмента

Статус:: Курс обязательный

Когда читается:: 1-й курс, 3 модуль

Преподаватель

Зеленская Елена Михайловна

Full Syllabus Ask Question

Abstract

The course ‘Arts and Culture Marketing’ aims to provide insights into the field of marketing in the cultural and creative sectors. It applies general marketing theory and practice to arts and culture organisations, and considers the specific features of the sector which result from the multipurpose nature of arts and culture organisations 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 organisations 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 omnichannel marketing communications 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 organisations, and project assignments, that are vital parts of the course content.

Learning Objectives

to give a solid understanding of the specific nature of arts and culture organisations and environmental factors that affect them
to discuss core 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 organisations
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 Practices for the Arts.

Assessment Elements

Classroom assignments
During seminars 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 and/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, critical analysis of a scientific article, etc.
Project assignments
The students develop several assignments within a group project for a particular real-life arts and culture organisation. The students are free to choose the organisation themselves, but should confirm the choice with the instructor. The students complete several tasks for this organisation. They start with environmental analysis and audience segmentation as a foundation for further assignments which may include the following: creating a customer journey map, analysing the organisation's brand platform, creating an influencer marketing campaign, etc. The assignments are typically prepared at home and are further presented in class and/or uploaded on smart lms.
Short test
It is a written test with multiple-choice and open-ended questions. The test contains 12 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.
Final test
It is a written test with multiple-choice and open-ended questions. 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.

Interim Assessment

2025/2026 3rd module
0.22 * Classroom assignments + 0.35 * Final test + 0.28 * Project assignments + 0.15 * Short test

Bibliography

Recommended Core Bibliography

9780429015298 - Lewi, Hannah-Smith, Wally-Vom Lehn, Dirk-Cooke, Steven - The Routledge International Handbook of New Digital Practices in Galleries, Libraries, Archives, Museums and Heritage Sites - 2020 - Routledge - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2292011 - nlebk - 2292011
9781317276722 - Chaffey, Dave; Smith, P. R. - Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing - 2017 - Routledge - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1496981 - nlebk - 1496981
Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
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
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

Recommended Additional Bibliography

9781780678061 - Posner H. - Marketing Fashion: Strategy, Branding and Promotion - 2015 - Laurence King Publishing - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1077610 - nlebk - 1077610
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
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
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

Authors

Zelenskaia Elena Mikhailovna

Магистерская программа «Менеджмент в индустрии впечатлений»

Контакты

Arts and Culture Marketing