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MMK792 - Arts Marketing

Unit details

Year2015 unit information
Enrolment modes:Trimester 1: Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

A Kershaw

Incompatible with: Nil
Contact hours:

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.


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

* 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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