MARKETING FOR THE ARTS

The course aims to provide participants with the knowledge of the marketing strategies and tools needed and used in cultural organizations. The course will address the following questions:
i) How can cultural organizations develop a better understanding of their audiences?
ii) How can cultural organizations attract and engage new audience members and increase the frequency of attendance of their current ones?
iii) How can cultural organizations strengthen their uniqueness and achieve and sustain a competitive advantage?
iv) How can cultural organizations introduce and legitimize novelty in their cultural offer and marketing activities?

Attendance and active participation to the three formative activities proposed by the course (taught classes, teamworks and in class discussions) coupled with systematic individual study will allow students to achieve the following learning outcomes:

I) Knowledge and understanding
1.1. knowledge and understanding of the complexities of marketing the arts and the marketing challenges faced by cultural organizations.
1.2. knowledge and understanding of the strategic marketing processes in cultural organizations
1.3 knowledge and understanding of the main marketing approaches cultural organizations can use to attract and develop long term relationships with their target audiences.

II) Applying knowledge and understanding
2.1. Identification and evaluation of the marketing strategies of cultural organizations and their ability to elaborate an appropriate marketing mix to create offerings, services and messages to which their target audiences will respond positively.
2.2. Ability to analyze the main factors (e.g., social, cultural, psychological) that affect the behaviors and preferences of the audiences that cultural organizations want to attract and retain.
2.3. Development of a practical knowledge of the main strategies through which cultural organizations build audience commitment and loyalty.
2.4. Ability to recognize and discuss marketing management issues in real-world situations, and critically reflect on them; translate conceptual frameworks into real world’s opportunities and challenges.

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

PART 1: STRATEGIC MARKETING PROCESSES IN THE ARTS
Marketing and the arts: defining arts marketing and understanding its key challenges
Strategic marketing planning in the arts
Identifying market segments, selecting target markets and positioning the offer
Conducting arts marketing research.

PART 2:INNOVATING THE OFFER OF ARTS ORGANIZATIONS
Defining product attributes: core vs augmented product
Product Innovation in arts organizations: typologies, drivers, constraints and key success factors
Navigating the tradition/innovation tension in cultural markets
Experiential marketing and experience innovation
Building audience frequency and loyalty through relational marketing strategies

For attending students: Slides and personal notes;
Hill, E., O’Sullivan, T., O’Sullivan, C & Whitehead, B. (2017). Creative Arts Marketing. Routledge. Chapters 6 and 7;
Bernstein, J. (2017). Standing room only: Marketing insights for engaging performing arts audiences. Springer. Chapter 8.
Cancellieri, G., Cattani, G., & Ferriani, S. (2022). Tradition as a Resource: Robust and Radical Interpretations of Operatic Tradition in the Italian Opera Industry, 1989-2011. Strategic Management Journal, 1-39.
Castañer, X., & Campos, L. (2002). The determinants of artistic innovation: Bringing in the role of organizations. Journal of Cultural Economics, 26(1), 29-52;
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.;
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, July/August, 1998.

For non-attending students:
Hill, L., O'Sullivan, C., O'Sullivan, T., & Whitehead, B. (2017). Creative arts marketing. Routledge (entire book).

For attending students: Individual assessment --> Written test (3 open questions, 60 minutes). The evaluation will be in 30/30. The final exam aims at verifying that the student has acquired the concepts presented during the lessons, is familiar with the main marketing decisions and knows how to integrate this knowledge and skills to solve business problems of a theoretical and practical nature. The final exam consists of a compulsory written test with 3 open questions (total duration 60 minutes). During the written test the use of books, notes and electronic devices is not allowed. The final grade will also reflect the students' performance on the learning activities carried out during the course (case study discussions and group work), up to 3 points. Through these activities, the student must demonstrate knowledge of the topics covered during the course and know how to apply them to practical contexts.
Group assessment (compulsory for attending students): Additional points (from 1 to 5) for the development of a marketing plan of an artistic organization at your choice. The extra points will be summed to the evaluation of the written exam.

For non attending students: Individual assessment --> Written test (3 open questions, 60 minutes). The evaluation will be in 30/30.

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
- Strategic Management Journal
- 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.

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