MARKETING OF CULTURAL EVENTS

The module provides students with the fundamentals of marketing with the aim of showing specific knowledge and applications in the cultural and creative industries. The module is built around the concept of value that is generated by transforming the creativity and knowledge contained in the products and services into satisfying experiences for different audiences.
A specific session is dedicated to managing the value creation processes of tangible cultural heritage and its consequences for cities and territories.
At the end of the training module, students will be able to develop a marketing strategy for an institution, company or event taking into account the specific characteristics of cultural consumption and the socio-territorial context.

At the end of the course student will be able to:
- understand the main marketing management concepts and the evolution of marketing as a discipline;
- define the cultural and creative industries;
- identify and analyse customer value in the cultural and creative industries;
- 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.

Textbook
Blythe J, Cedrola, E., Martin J., Fondamenti di Marketing (6a edizione) Pearson

Further 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
- Richeri G., 2009 Il concetto di industrie creative, Economia della Cultura 2009(1)
- Ostanel, E. and Cancellieri, A., 2014. Ri-pubblicizzare la città: pratiche spaziali, culture e istituzioni. Ri-pubblicizzare la città: pratiche spaziali, culture e istituzioni, Territorio68(1) pp.46-49.

Further materials by the instructor

Attending students.
The exam is written with closed / open questions (50%) and an essay/ 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 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