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 products and services into satisfactory experiences for the users and customers. Attending students will be required to develop a strategic marketing plan for a project or event.
Specific attention is paid to the promotion of tangible cultural heritage and its effects on 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 management concepts;
- measure market success and customer satisfaction;
- implement cultural 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 exam is written with closed / open questions (50%) and a group work (50%) to be delivered within the first exam session.
In the classroom materials will be provided by the teacher and selected chapters of the reference texts indicated.

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

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

Italian

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