MARKETING FOR THE ARTS

The course aims to provide participants with the knowledge of marketing strategies and tools needed and used in arts organizations. More specifically, students will gain insights into the strategic marketing processes in arts organizations and develop a practical knowledge of the marketing mix to find out the most appropriate elements related to the product, price, place and promotion to be offered to the target audiences of an art organization.
The course will address the following questions:
i) How can arts organizations develop a better understanding of their audiences?
ii) How can arts organizations attract and engage new audience members and increase the frequency of attendance of their current ones?
iii) How can arts organizations strengthen their uniqueness and achieve and sustain a competitive advantage?
iv) How can arts organizations introduce and legitimize novelty in their artistic programmes and marketing activities?

I) Knowledge and understanding. Students are expected to:
- Understand why marketing strategies are needed and used in arts organizations,
- Acquire knowledge of the strategic marketing processes and of the key elements of marketing planning in arts organizations.

II) Applying knowledge and understanding. Students will develop their capability to:
- Identify and evaluate the marketing strategies of arts organizations and their ability to elaborate an appropriate marketing mix to create offerings, services and messages to which their target audiences will respond positively.
- Investigate and analyze the main factors (e.g., social, cultural, psychological) that affect the behaviors and preferences of the audiences that arts organizations want to attract and retain.
- Analyze and evaluate arts organizations’ ability to introduce and foster the recognition of novelty in their artistic programmes and marketing tools.
- Apply concepts and theoretical models proposed during the course to specific examples, often based on in-depth case studies.

Knowledge of the following handbook: Colbert, F., 2009. Marketing delle arti e della cultura, Milano, Etas. (see also English, French, Spanish edition).

Introductory concepts: marketing, arts organizations and arts marketing
The arts organization and its external environment
Exploring the characteristics of current and potential audiences of arts organizations
Strategic marketing processes in the arts
Marketing mix: product, price, place and promotion
Programme innovation in arts organizations
Building audience commitment and loyalty
Audience development strategies and experiential marketing

Hill, L., O'Sullivan, C., O'Sullivan, T., & Whitehead, B. (2017). Creative arts marketing. Routledge.(Selected chapters)
Study materials will also include scientific articles and slides presented in class by the instructor.

Written test (3 open questions)

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.

English

REGISTRATION TO THE EXAM. Only students who have registered online under the terms of the procedure are admitted to the final exam. Possible registration problems must be reported to the humanistic campus a reasonable number of days BEFORE the closing of the lists.

JOURNALS OF REFERENCE
- Journal of Marketing
- International Journal of the Academy of Marketing Science
- International Journal of Arts Management
- Poetics
- Academy of Management Journal
- Journal of Consumer Research
- Mercati e Competitività


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

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