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MMK792 - Arts Marketing

Unit details

Year2016 unit information
Enrolment modes:Trimester 1: Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

A Kershaw

Prerequisite:Nil
Corequisite:Nil
Incompatible with: Nil
Contact hours:

Learning experiences are via CloudDeakin

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.

Assessment

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

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

Assessment 3 (Individual) - Weekly tutorial discussion (1500 words) - 20%

 

 

Unit Fee Information

If you are:

Domestic

  • in a Commonwealth Supported Place (CSP) - refer to Unit based calculation below.
  • an undergraduate full fee paying student - refer to Unit based calculation below.
  • postgraduate full fee paying students commenced before 2016 - refer to Unit based calculation below.
  • postgraduate full fee paying students commencing in 2016 - refer to Course based calculation below.
  • a non-award student - refer to Unit based calculation below.

International

  • an undergraduate, postgraduate or Higher Degree by Research student commenced before 2016 - refer to Unit based calculation below.
  • an undergraduate, postgraduate or Higher Degree by Research student commencing in 2016 - refer to Course based calculation below.
  • a non-award student - refer to Unit based calculation below.

Course based calculation

Your unit tuition fees are based on the course you are enrolled in. Please refer to the current year's course entry to estimate the unit cost.


Unit based calculation

Your tuition fees are calculated on the units you enrol in. This means your fees are based on the units you choose to study and not a fixed course price. The tuition fees for this unit are displayed in the table below:


Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students
$1305$1305$3051$3864

* 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.

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