MANAGEMENT AND ADVANCED MARKETING OF ARTS AND CULTURAL ORGANIZATIONS II

The growing needs of own resources and the new behavior of cultural consumption resulting from the spread of digital economy are changing the operating mechanisms of the cultural sectors. Whether it is to enhance an element of cultural heritage, democratize physical or virtual access to artworks and culture, retain new public, initiate partnerships, attract new funding, or other strategic choices, cultural organizations need of approaches and tools suited to the organizational, social and economic characteristics of art and culture. The principles and tools of marketing can respond to the needs of the modern cultural actor. The aim of the course is to deepen the main strategic challenges and operational tools of marketing when applied to the main fields of art and culture. The course requires an actively participated approach.

Recognize the characteristics of consumption behavior in the art & culture system.
Identify the cultural factors which influence marketing activities in an international context.
Investigate, analyse and evaluate the marketing environment, which determines the demand and the supply of cultural products.
Identify and evaluate the marketing strategies and activities of museums, theaters, foundations, art galleries, festivals and events serving international art & culture markets.
Devise and justify a marketing strategy for an international or multi-national cultural business.

It is STRONGLY recommended that you have already passed an examination of basic marketing and/or the excellent knowledge of the following handbook: F. Colbert, Marketing delle arti e della cultura, Milano, Etas 2009 (see also English, French, Spanish edition).

- The trends of the environment and the response of the pluralistic marketing in Cultural Production
- Transactional marketing in cultural organizations: principles and tools
- Relational marketing in cultural organizations: principles and tools
- Experiential marketing in cultural organizations: principles and tools
- Co-creation marketing in cultural organizations: principles and tools
- Designing and building a market research
- Building a brand policy
- Strategic partnership agreements
- Heritaging the world: how the marketing helps to develop and exploit the offer of heritage
- Marketing in the cultural industries
- Marketing planning in cultural organizations

The materials will be make available in the Ca' Foscari teaching moodle during the course.

For in-depth analysis:
Troilo G. (2014), Marketing nei settori creativi, Milano, Pearson Italia.
Giannasi M., Casarin F. (2022), Philosophy of Marketing. The new realist approach, Abingdon, OX, Routledge (available also in the library).

Interesting journals for deep analysis:
International Journal of Arts Management
Arts and the Market
Museum Management & Curatorship
Consumption, Markets & Culture
Italian Journal of Marketing (former Mercati & Competitività - official journal of the Italian Marketing Society)
Economia della Cultura

Written test on the content of the course lessons (5 questions, 1 hour, all answers required).
The supporting teaching materials are included in the teaching moodle.

Non-attending students may find useful the content of chapters 3-4-6-7-8-9-10-11 of the reference text Troilo G. (2014), Marketing in the creative sectors, Milan, Pearson, ISBN: 9788865184509.

The results remain valid only for the 4 exam sessions of the 2024-2025 Academic Year.

Any gaps in basic marketing concepts will result in failure to pass the exam.
In the event of a pandemic emergency, the examination procedures may be changed.

Conventional.
Academic lecture.
The course requires an actively participated approach.

Italian

The course is taught in Italian language.

Useful journals:
International Journal of Arts Management
International Journal of Cultural Policy
Nonprofit Management and Leadership
Journal of Arts Management, Law & Society
Journal of Cultural Economics
Poetics: Journal of Empirical Research on Culture, the Media and the Arts
Media International Australia incorporating Culture and Policy
Nonprofit and Voluntary Sector Management
Journal of Nonprofit and Public Sector Marketing
International Journal of Nonprofit and Voluntary Sector Marketing
Museum Management and Curatorship
Media Culture and Society
Asia Pacific Journal of Arts and Cultural Management
Australasian Marketing Journal
Consumption, Markets & Culture
Arts and the Market
International Journal of Inclusive Museum

Ca ’Foscari applies Italian law (Law 17/1999; Law 170/2010) for the support and accommodation services available to students with disabilities or specific learning disabilities. If you have a motor, visual, hearing or other disability (Law 17/1999) or a specific learning disorder (Law 170/2010) and you require support (classroom assistance, technological aids for carrying out exams or exams individualized, accessible format material, note retrieval, specialist tutoring to support the study, interpreters or other) contact the Disability and DSA office disita@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