Arts and Culture Marketing

2025/2026

Учебный год

ENG

Обучение ведется на английском языке

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

1-й курс, 3 модуль

Преподаватель

Зеленская Елена Михайловна

Course Syllabus

Abstract

The course ‘Arts and Culture Marketing’ 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 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 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 organisations in classroom, and a marketing communications campaign project, that are vital parts of the course content.