MMK792 - Arts Marketing

Unit details

Note: You are seeing the 2014 view of this unit information. These details may no longer be current. [Go to the current version]
Year2014 unit information
Enrolment modes:Trimester 1: 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 via cloud (online) mode.

Note:

You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.

Content

Arts marketing plays a critical role in ensuring the arts engage diverse audiences and stakeholders. Arts marketing presents artists and arts organisations with the opportunity to broaden, deepen and diversify the audiences for their work. 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-led focus (presenting quality arts and cultural products) and work with a target-led (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
$1260$1260$2875$3589

* 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.