Marketing of Culture (in English)
- Credits: 3
- Ending: Examination
- Range: 2C
- Semester: summer
- Year: 1
- Faculty of Commerce
Teachers
Included in study programs
Teaching results
After completing the course, students will gain knowledge of art marketing. They will gain knowledge about the possibilities of applying marketing tools in cultural institutions and about the specifics and differences in comparison with the traditional marketing approach. They will get acquainted with marketing models in culture, with the marketing environment of cultural institutions and with consumer behavior in culture.
They will gain knowledge about the tools of building audiences in culture and about possible ways of financing cultural organizations.
Graduates of the course will be able to apply elements of the marketing mix and implement them in the activities of cultural organizations. They will be able to actively find and use opportunities to present institutions and will be ready to attract potential sponsors and donors. They will understand the relationship between culture and economics.
After completing the course, students will acquire competencies that will allow them to work in managerial positions in various types of cultural institutions. They can find creative solutions in the field of marketing. They will be able to organize various cultural events and represent cultural organizations in promoting their interests
Indicative content
Functions and marketing tools of organizations working in the field of culture. The relationship between culture and economy and the economic specifics of culture.
Culture from the point of view of economic theories. Marketing models in culture. Marketing environment of cultural organizations. The role of the state in culture. Competition and competitors of cultural institutions. Consumers in culture. Culture market segmentation. Marketing research in culture. Elements of the marketing mix of cultural organizations and their specifics.
Support literature
1. Colbert, F., Ravanas, P. 2019. Marketing Culture and Arts. 5th Edition. Montreal: François Colbert’s book.
2. Seabrook, J. Nobrow: The Culture of Marketing, the Marketing of Culture. 2001. New York City: Vintage.
3. Erdener, K.; Herbig, P. 1998. Handbook of Cross-Cultural Marketing. Routledge.
4. Burton, D. 2009. Cross-Cultural Marketing: Theory, practice and relevance. Routledge.
Syllabus
1. Introduction to the subject. Functions and marketing tools of organizations operating in culture. 2. The relationship between culture and economics and the economic specifics of culture. Culture from the point of view of economic theories. Marketing models in culture. 3. Marketing environment of cultural organizations. The role of the state in culture. 4. Competition and competitors of cultural institutions and events. 5. Consumers in culture. Consumer behavior in culture. 6. Culture market segmentation. 7. Marketing research in culture - audience research, sources of marketing information. 8. Marketing mix of cultural organizations and their specifics - product 9. Elements of the marketing mix of cultural organizations and their specifics - price. 10. Marketing mix of cultural organizations and their specifics - distribution. 11. Marketing mix of cultural organizations and their specifics - marketing communication. 12. Marketing mix of cultural organizations and their specifics - staff and personalities. 13. Current problems, creative economy.
Requirements to complete the course
40 % - Seminar work (project)
60 % - Written exam
Student workload
Total study load (in hours): 78
Participation in seminars: 26 hours
Getting ready for seminars: 13 hours
Seminar work (project): 19 hours
Getting ready for final exam: 20 hours
Language whose command is required to complete the course
English
Date of approval: 13.03.2024
Date of the latest change: 22.05.2022