MMK792 - Arts Marketing
Unit details
| Enrolment modes: | (online) |
|---|---|
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit chair: | A Kershaw |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Contact hours: | This unit is taught online through CloudDeakin. |
Note:Online teaching methods require internet access. Please refer to the most current computer specifications. | |
Content
Arts marketing plays a critical role in ensuring the arts engage diverse audiences and stakeholders. This unit develops students’ arts marketing skills, addressing both marketing planning processes 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, including arts marketing with a product focus (presenting quality arts and cultural products) and work with a market focus (understanding audiences and the nature of the cultural experience). 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
Written Assignment 1 2500 words 40%, Written Assignment 2 3000-4000 words 50%, Written Assignment 3 1000 words 10%
Unit Fee Information
| Student Contribution Rate* | Student Contribution Rate** | Fee rate - Domestic Students | Fee rate - International students |
| $1224 | $1224 | $2777 | $3467 |
* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.