MARKETING OF CULTURAL EVENTS

The course aims to provide participants with the basic knowledge of arts marketing and to improve their marketing planning capabilities. The course revolves around three main areas of study: the analysis of the most important models for marketing planning and decision making in the cultural field, the presentation of the main marketing approaches (transactional, relational, experiential) applied to cultural organizations and the role of fundraising for arts and cultural organizations.

1. Knowledge and understanding:

• understanding the most important models for marketing planning and decision making applied to the field of arts and culture;
• recognising and analysing the different marketing approaches adopted by cultural organizations;
• developing knowledge and understanding of the most important fundraising tools and techniques for arts and cultural organizations.

2. Applying knowledge and understanding:

• developing a marketing plan for a cultural organization;
• applying different marketing approaches to the field of arts and culture;
• developing fundraising capabilities in the field of arts and culture.

Attendance of the following course:

* Business economics of cultural organisations

1. Marketing the arts: basic principles

2. Strategic marketing planning in the cultural field:
• segmenting the market
• positioning the offer

3. Marketing mix:
• product
• price
• distribution
• promotion

4. Transactional, relational and experiential marketing
5. Fundraising for arts and cultural organizations: sponsorships, strategic partnerships and
cause-related marketing

Attending students - Instructor’s slides and articles suggested by the instructor at the end of each class.

Non - Attending students - Colbert, F. 2015. Marketing delle arti e della cultura. Rizzoli Etas.

Grades for attending students are computed as follows: A) Group project: 50% B) Written final examination: 50%
Grades for non attending students are computed on the basis of the final written examination.

Each class will have a theoretical and a practical session. The former will be focused on the illustration of the main contents of the course from a theoretical point of view. The latter will be devoted to in class-exercices and group assignments.

Italian

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.

written