MMK792 - Arts Marketing
|Year||2016 unit information|
|Enrolment modes:||Trimester 1: Cloud (online)|
Learning experiences are via CloudDeakin
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 (2500 words) 40%,
Assessment 2 (Individual): Marketing Plan (4000 words) 40%,
Assessment 3: (Individual): Weekly tutorial discussion (1500 words) 20%