MARKETING OF CULTURAL EVENTS

The module is positioned within the courses of the economic area and provides students with the fundamentals of marketing. The objective is to demonstrate knowledge and specific applications of marketing in the cultural and creative industries. The module revolves around the concept of value, generated by transforming creativity and knowledge inherent in cultural and artistic products and services into satisfying experiences for diverse audiences.
The course comprises two monographic parts, one focusing on cultural consumption and the other on the role of arts, culture, and creativity in the promotion and development of cities and territories. By the end of the educational journey, students will be capable of developing a marketing strategy for an institution, business, or event. Additionally, they will be able to employ operational marketing tools, taking into consideration 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;
-distinguish between strategic and operational marketing;
- 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
- Cerquetti, M., 2018. Creatività vs patrimonio culturale? The winner takes it all. Sinergie Italian Journal of Management, 36(Jan-Apr).
- Horkheimer, M. & Adorno (1947) T. , Dialektik der Aufklärung. Philosophische Fragmente; trad. it. Dialettica dell’Illuminismo, Einaudi, Torino 1966; pp. 168–177.
- Mela, S., 2021. Arte pubblica e rigenerazione urbana: il caso del quartiere Aurora a Torino. Fuori Luogo. Rivista di Sociologia del Territorio, Turismo, Tecnologia, 9(1), pp.161-173.
- 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
- 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
- Paolucci G. 2011 Produzione e consumo di cultura, in Introduzione a Bourdieu, Laterza

Further materials by the instructor

The exam consists of two parts. The first part comprises multiple-choice questions and accounts for 30% of the final grade. The second part consists of two open-ended questions and accounts for 70% of the final grade. To access the second part of the exam, it is necessary to pass the first part with at least 18 out of 30.

Students must prepare all the assigned texts and the materials provided by the instructor and available in Moodle.

For attending students who passed the written exam there is an option to undergo an additional oral examination where they present an essay agreed upon during the course with the instructor. The essay must be submitted exclusively by the first exam session. The oral supplement is only valid for those who appear in the first two exam sessions. This oral supplement can modify the final grade by a maximum of +3/-3 points. Any essays resulting from plagiarism or containing significant non-original parts will disqualify the candidate from passing the exam session, even if the written exam is successful.

Teaching methods include frontal lectures, case studies and guest speakers in the cultural field.

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