MARKETING OF CULTURAL EVENTS

The module provides students with a specific marketing approach for organisations operating in the cultural and creative industries. In addition to the marketing management fundamentals for cultural organisations, the module develops the concept of consumer value which, in the creative sectors, is generated by transforming creativity and knowledge contained in the products into satisfactory experiences for the customers. Specific attention is paid to the promotion of tangible cultural heritage, cities and territories.

At the end of the course student will be able to:
- define the cultural and creative industries;
- identify and analyse customer value in the cultural and creative industries;
- understand the main marketing concepts;
- measure market success and customer satisfaction;
- implement marketing strategies and policies.

No specific previous knowledge is required

The module is organised around the management of four pillars in customer value :
- the analysis of the dimensions of value in the cultural and creative industries;
- the creation of value for different market segments;
- the transfer of value to the customer;
- the management of value over time.

Troilo G. (2014) Marketing nei settori creativi Pearson
Readings
- Nuccio M. & Ponzini D. (2015) Le strategie di rigenerazione urbana della città creativa in (eds.) Montanari F. & Mizzau L. Laboratori urbani. Organizzare la rigenerazione urbana attraverso la cultura e l'innovazione sociale, 51, 83-90 Fondazione Brodolini
- Nuccio M., 2013 Il valore del patrimonio culturale in Trentino, in Conoscenza e Valorizzazione dei paesaggi trentini (a cura di Marzatico F. e Nuccio M.) APSAT 7, SAP: Mantova

Attending students.
The written exam includes closed-ended and open-ended questions and a group-project.

Non-attending students.
Oral exam based on the the manual and readings

Teaching methods include frontal lectures, case studies and on-site visits

Italian

written