27752 Marketing for the Arts

Subject level: Postgraduate

Handbook description

This subject provides an understanding of the role of marketing in contemporary society and an understanding of the basic concepts in marketing management. It enables students to identify the particular characteristics and skills necessary for successful arts marketing, and to be familiar with market/audience research techniques in the arts.

Subject objectives/outcomes

On successful completion of this subject, students should be able to:

1. Demonstrate knowledge and understanding of the role of marketing in contemporary society and arts organizations.
2. Understand the basic concepts of marketing management, theories, terminology, processes and practices.
3. Identify the key concepts and practices of services marketing.
4. Apply these concepts to organisations in the arts.
5. Identify market/audience research methods and understand the role of market/audience research in arts management.

Contribution to graduate profile

Marketing is an essential aspect of the arts manager's task. This subject provides an introduction to the principles of marketing and their specific application in the arts management setting.

Teaching and learning strategies

This subject provides a strong theoretical base in the conceptual understanding of marketing processes. It also provides real-life examples and cases in arts management and marketing. The subject will be taught through a combination of lectures and workshops where students will critically analyse arts marketing campaigns, sponsorship campaigns and case studies. Lectures will be supplemented by guest lecturers drawn from industry in specific areas of arts marketing in the performing arts, visual arts and specialists involved in targeting specific audiences. Content for this subject will be supported by UTSOnline.

Content

• A definition of marketing as an exchange transaction
• Its role and function in a contemporary organisation
• Marketing in non-profit and non-business organisations
• Its distinctive role in an arts organisation.
• Marketing and sponsorship strategies
• The marketing and sponsorship environment
• The distinctive features of services marketing and its relevance to arts marketing
• The consumer and consumer decision processes and marketing implications
• Markets and market segmentation
• Product life cycles; product and pricing decisions
• Advertising and promotion - techniques, effectiveness and costs
• Market research and audience research
• The range of approaches to market/audience research
• Case studies of market research in the arts

Assessment

The theoretical paper and marketing plan will be secure through a combination of continual revising of topics across semesters and multiple topic choice within each semester. Individuals are required to submit reference lists for their own work for each assessment task, which reduces the possibility for plagiarism. The presentation is individually assessed by the instructor, thus ensuring consistent grading and protection against plagiarism.

Recommended text(s)

Kotler, P. & Scheff, J. (1997), Standing Room Only. Boston: Harvard Business School Press.

Kotler, N. & Kotler, P. (1998), Museum Strategy and Marketing: designing missions, building audiences, generating revenue and resources. San Francisco: Jossey-Bass.

Indicative references

Andreason A. & Kotler, P. (2002), Strategic marketing for nonprofit organisations, 6th edition. New Jersey: Prentice Hall.

Colbert, F. (2001), Marketing Culture and the Arts, 2nd edition. Quebec: G. Morin.

Hill, E., O'Sullivan, C. & O'Sullivan, T. (1995), Creative arts marketing. Oxford: Butterworth-Heinemann.

Hodge, S. (1998), Miles ahead: arts marketing that works in regional Australia. Redfern: Australia Council.

Kolb, B. (2000), Marketing cultural organisations: new strategies for attracting audiences to classical music, dance, museums, theatre and opera. Dublin: Oak Tree Press