MARKETING FOR THE ARTS

The course aims to provide participants with the knowledge of the marketing processes, strategies and tools needed and used by private and public cultural organizations.
The course will present and discuss models through which cultural organizations can build a strategic approach to marketing, supporting its operational integration with the other organizational functions.
During the course, the participants will understand 1) how to design and implement an integrated, multi-year marketing plan; 2) how to integrate marketing goals with the cultural, social and institutional goals of the organization; 3) how to combine the marketing funnel with other strategic functions (communication, fundraising, accounting and reporting); 4) how to design and develop the right set of marketing tools to implement the plan.

Attendance and active participation to the three formative activities proposed by the course (taught classes, teamworks and in class discussions) coupled with systematic individual study will allow students to achieve the following learning outcomes:

I) Knowledge and understanding
1.1. knowledge and understanding of the complexities of marketing the arts and the marketing challenges faced by cultural organizations.
1.2. knowledge and understanding of the strategic marketing processes in cultural organizations
1.3 knowledge and understanding of the main marketing approaches cultural organizations can use to attract and develop long term relationships with their target audiences.

II) Applying knowledge and understanding
2.1. Identification and evaluation of the marketing strategies of cultural organizations and their ability to elaborate an appropriate marketing mix to create offerings, services and messages to which their target audiences will respond positively.
2.2. Ability to analyze the main factors (e.g., social, cultural, psychological) that affect the behaviors and preferences of the audiences that cultural organizations want to attract and retain.
2.3. Development of a practical knowledge of the main strategies through which cultural organizations build audience commitment and loyalty.
2.4. Ability to recognize and discuss marketing management issues in real-world situations, and critically reflect on them; translate conceptual frameworks into real world’s opportunities and challenges.

Basic knowledge of the principles of arts management

During the course, the following topics will be discussed (will be included but not limited to):

1) the specific conditions of cultural organizations in regard to market and the applicability of marketing (definition of Arts Marketing)
2) opportunities and difficulties in the application of a marketing oriented approach to strategy in cultural organizations
3) the system of tools and processes of analytical, operational and strategic marketing (analysis, market segmenting, targeting, positioning, portfolio, value proposition, audience development)
4) the design of a comprehensive marketing plan for a cultural organization (marketing mix, resources, timing, goals, tools, connection with communication strategies)
5) the introduction of innovative strategies and tools (product and process innovation) specific for the cultural sector (between new opportunities and resistance to change)

The full schedule of lectures and topics will be provided at the beginning of the course.

References will be provided step by step in class (articles, book chapters, etc); slides presented in class are mandatory texts to study.

The final grade will be the resulting average between

1) grade from individual written exam (open questions, 60 minutes);
2) grade from group work.

The purpose is to verify that the student has acquired the concepts presented during the lessons, that he or she is familiar with the main marketing decisions and that he or she knows how to integrate this knowledge and skills to solve business problems of a theoretical and practical nature.

written and oral

Scores in the 18-22 range will be awarded in the presence of a sufficient knowledge of the course topics, but with a limited capacity for in-depth study and formulation of autonomous judgements. Scores in range 23-26 will be awarded in the presence of a fair knowledge of the course topics and a fair ability to investigate and make independent judgments. Scores in the 27-30 range will be awarded in the presence of a good or excellent knowledge of the course topics and a good or excellent ability to investigate and make autonomous judgments.

Lectures, group presentations, discussions of articles and case studies.
The course will be based on classroom teaching, with all material used during classes made available to students through the moodle platform.
During classroom hours there will be exercises and case studies discussions. Students will be involved in groupwork activities to prepare case studies presentations and discussions.

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments
Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support services and accommodation available to students with disabilities. This includes students with mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it.

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development