Syllabus
1. Introduction to art marketing philosophy, definitions, history and the role of marketing in cultural organizations
2. Marketing environment, national and global markets in art and cultural marketing
3. Marketing plan, the SWOT analysis, strategies.
4. Buyer behavior. Consumer, household and company buyer behavior; understanding audiences, museum-going behavior, library and information center user needs.
5. Segmentation. Targeting specific market segments, visitors, members, donors and volunteers.
6. Marketing information system and market research. Data sources, research tools, budgeting and main steps in the research process in cultural organizations.
7. Marketing-mix, 4 Ps, 4 Cs, additional Ps and Cs. The product and its life cycle, new products, classification, brand, collections, exhibits, programs, services, purchasable products; product strategies.
8. The price and pricing strategies. Pricing admission, membership, merchandise and facilities rental. Merit goods.
9. Distributing offerings and services. The main facility, physical branches, programs, publications, E-distribution.
10. Marketing communication and promotion. Advertising, PRs, sales promotion, direct marketing. Fundraising and sponsoring, public and private art institutions and organizations, art and corporate image. Art in marketing (ads and spots)
11. Art and culture in corporate image, sponsoring, commercial exhibitions
Annotation
The course presents marketing applications in various branches of art and culture focusing on specifications of these applications (in museums, galleries, libraries, theaters, concerts, performances, etc.). It helps to find ways how a culture company can survive in today's turbulent environment and increasing competition.
The course specifies application of marketing approach in various cultural branches of non-profit organizations as well as profit organizations.