MMK792 - Arts Marketing

Unit details

Year:

2024 unit information

Enrolment modes:Trimester 1: Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Anne Kershaw
Prerequisite:

Nil

Corequisite:Nil
Incompatible with: Nil
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - online unit enrolment:

Online independent and asynchronous collaborative learning up to a maximum of 3 hours each week. In addition, there will be 3 online seminars of 2 hours duration over the trimester.

Content

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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1 Analyse and apply arts marketing processes to appropriate audiences that are aligned with organisational strategic priorities and assessment of the external environment. GLO1: Discipline-specific knowledge and capabilities
ULO2 Communicate arts marketing strategies to inform and motivate audiences within an organisation in an integrated manner. GLO2: Communication
ULO3

Adapt and reflect on planning for fundamental aspects of arts marketing and the 'marketing mix'.

GLO6: Self-management
ULO4

Contribute to an online community of learners and practitioners in the field of arts marketing.

GLO7: Teamwork
ULO5

Apply the use of digital and online technology to arts marketing strategies.

GLO3: Digital literacy

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1: (Individual) Report (Business) 2500 words 50% Week 11
Assessment 2: (Individual) Continuous Program Based Assessment 2500 words 50% Weekly

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MMK792 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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