Arts and Cultural Marketing
Module Code: CRIM 6000
Topics covered
• Contemporary Marketing Principles
• Marketing Information Systems
• Development of marketing strategies and strategic marketing decisions in relation to other organisational functions
• Product policy and new product development
• Branding and communication
• Pricing as a value-added marketing tool
• Capacity Planning: Resources planning and allocation
• Market segmentation, publicity, PR and negotiation in the creative sector
• From arts and cultural marketing to audience: Government, media, public and private funding bodies, potential sponsors, etc.
• Contracts and agreements
• Current copyright and legal rights (regulatory framework)
• Management and delivery of the total marketing effort and evaluation of marketing performance
• Electronic marketing, current trends and experience in cultural and creative organisations
Assessment
• An individual marketing proposal of 1,000 words
• A group project of 4,000 words