ADVANCED MARKETING FOR ARTS AND CULTURE

The growing needs of own resources and the new behavior of cultural consumption resulting from the spread of digital economy are changing the operating mechanisms of the cultural sectors. Whether it is to enhance an element of cultural heritage, democratize physical or virtual access to artworks and culture, retain new public, initiate partnerships, attract new funding, or other strategic choices, cultural organizations need of approaches and tools suited to the organizational, social and economic characteristics of art and culture. The principles and tools of marketing can respond to the needs of the modern cultural actor. The aim of the course is to deepen the main strategic challenges and operational tools of marketing when applied to the main fields of art and culture. The course requires an actively participated approach.

Recognize the characteristics of consumption behavior in the art & culture system.
Identify the cultural factors which influence marketing activities in an international context.
Investigate, analyse and evaluate the marketing environment, which determines the demand and the supply of cultural products.
Identify and evaluate the marketing strategies and activities of museums, theaters, foundations, art galleries, festivals and events serving international art & culture markets.
Devise and justify a marketing strategy for an international or multi-national cultural business.

It requires that you have already passed an examination of basic marketing and/or the excellent knowledge of the following handbook: F. Colbert, Marketing delle arti e della cultura, Milano, Etas 2009 (see also English, French, Spanish edition).
It is strongly recommended that you have already passed all the exams required for management provided in the course of laurea magistrale EGART.

- The trends of the environment and the response of the pluralistic marketing in Cultural Production
- Transactional marketing in cultural organizations: principles and tools
- Relational marketing in cultural organizations: principles and tools
- Experiential marketing in cultural organizations: principles and tools
- Co-creation marketing in cultural organizations: principles and tools
- Designing and building a market research
- Building a brand policy
- Perceived value and the policy of pricing
- Strategic partnership agreements
- Heritaging the world: how the marketing helps to develop and exploit the offer of heritage
- Marketing in the cultural industries

For attendants: The materials will be The materials will be make available in the Ca' Foscari Moodle during the course.
For non attendants: Troilo G., Marketing nei settori creativi, Milano, Pearson Italia, dal Cap. 2 al Cap. 9, pp. 388.

Interesting journals for deep analysis:
International Journal of Arts Management
Arts and the Market
Museum Management & Curatorship
Consumption, Markets & Culture
Mercati & Competitività
Economia della Cultura

For attendants: project works (50%) + written exam (50%). Four questions about the contents of the module. Time for the written part of exam: 40 minutes.
For non attendants: written exam. Five specific questions on the text. Time for the written exam: 1 hour.

The additional oral examination is optional

Conventional.
Academic lecture. Group works will be required in the course.
The course requires an actively participated approach.

Italian

The course is taught in Italian language.

Useful journals:
International Journal of Cultural Policy
Nonprofit Management and Leadership
Journal of Arts Management, Law & Society
Journal of Cultural Economics
International Journal of Arts Management
Poetics: Journal of Empirical Research on Culture, the Media and the Arts
Media International Australia incorporating Culture and Policy
Nonprofit and Voluntary Sector Management
Journal of Nonprofit and Public Sector Marketing
International Journal of Nonprofit and Voluntary Sector Marketing
Museum Management and Curatorship
Media Culture and Society
Asia Pacific Journal of Arts and Cultural Management
Australasian Marketing Journal
Consumption, Markets & Culture
Arts and the Market
International Journal of Inclusive Museum

written and oral

This subject deals with topics related to the macro-area "Cities, infrastructure and social capital" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development