Arts marketing plays a critical role in ensuring the arts engage diverse audiences and stakeholders. This unit develops students’ arts marketing skills, addressing both marketing planning processes and the use of marketing tools and techniques such as audience development, branding, market segmentation, promotions and e-marketing. The role of marketing in the arts sector is examined, including arts marketing with a product focus (presenting quality arts and cultural products) and work with a market focus (understanding audiences and the nature of the cultural experience). Case studies are used to present marketing techniques specific to the arts sector, and to examine the use or... -- Course Website
Instructor: A Kershaw
Prerequisites: Nil
