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MMK792 - Arts Marketing

Unit details

Year2018 unit information
Enrolment modes:Trimester 1: Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

Anne Kershaw

Incompatible with: Nil
Contact hours:

Online independent and collaborative learning activities including 11 weekly scheduled online seminars.


Arts marketing plays a key role in ensuring the arts engage diverse audiences and stakeholders. Arts marketing offers artists and  organisations the opportunity to broaden, deepen and diversify the audiences for their work. This unit develops students’ arts marketing skills, addressing both strategic marketing planning and the use of marketing tools and techniques such as audience development, branding, market segmentation, promotions and e-marketing. The role of marketing in the arts sector is examined, in terms of  a product-led focus (presenting quality arts and cultural products); and  target-led approaches (understanding audiences and the nature of cultural experiences). Case studies are used to present marketing techniques specific to the arts sector, and to examine the use or modification of marketing approaches from other sectors.


Assessment 1 (Individual) - Case study blog (2500 words) - 40%,

Assessment 2 (Individual) - Marketing Plan (4000 words) - 40%,

Assessment 3 (Individual) - Weekly seminar participation (1500 words) - 20%



Unit Fee Information

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