MMK792 - Arts Marketing


2023 unit information

Enrolment modes: Trimester 1: Online
Credit point(s): 1
EFTSL value: 0.125


Corequisite: Nil
Incompatible with: Nil
Study commitment

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

Scheduled learning activities - online

Online independent and collaborative learning activities including 11 weekly scheduled online seminars.


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.

Unit Fee Information

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