STUDY PROGRAMME
Graphic Design and Art Direction

AFAM CODE
ABLE69

DISCIPLINARY AREA
Marketing e management

DISCIPLINARY FIELD
Introduction to cultural marketing

CREDITS
6

APPROACH
Theoretical

This theoretical and methodological course explores the world of corporate event organization. It introduces the students to the disciplinary language (segmentation, targeting, positioning, marketing plan, fundraising, competitions and tenders) in consideration of the contemporary marketing evolution (marketing mix and online). It also provides guidelines to structure systems that are consistent with the client’s needs, crucial to the development of corporate communication policies.

The programme consists of one single module, which grants 6 credits.

Successful students will be able to:

• Critically assess cultural marketing projects

• Design initiatives aimed at the appreciation of corporate culture (complete with strategy and budgeting)

• Present the project orally, with the support of a written report

• Introduction to the basics: segmentation, targeting, positioning, marketing plan and contemporary marketing evolution

• Relationship between arts’ culture and territory and definition of cultural marketing

• Analysis of the appreciation and communication processes of corporate culture

• Cultural enterprises and their industry

• Marketing mix

• Promotional strategies: planning, competitions and tenders

• Public/private fundraising

The programme focuses on theoretical courses.

Students will take part in the following activities, which may vary depending on the different topics covered:

• Classroom lectures

• Debates, presentations, peer assessment

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Individual study and research

Assessment tools may include:

• Mid-term written exam

• Written exam

• Graded exercises

Further details about the exams will be provided by the professors.

• De Mooij, M. (2010) Global Marketing and Advertising: Understanding Cultural Paradoxes, SAGE.

• Seabrook J. (2001) Nobrow: The Culture of Marketing, the Marketing of Culture, Paperback.

Many of the recommended sources, together with additional material, are also available online on MyNaba, in the Library section.

Books and resources might be requested or suggested by the professors.