Art and Culture Marketing, 1st year project: Arts and Culture
About the course
What you will learn
The course aims to introduce the core concepts and models in arts and culture marketing. The idea is that students have an insight in the current state and main challenges faced by the creative industries today. They will learn to analyze, critically reflect upon and come up with solutions to real life problems that are informed by theoretical perspectives and inspired by contemporary cases of best practice. More specifically, at the end of this course, the students should be able to:
- Demonstrate a knowledge and ability to utilize central models, concepts and theories presented through the course
- Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application
- Identify key characteristics of services and the organisational factors that aid in the production of services
- Demonstrate an understanding and use of basic methodology to address Service Marketing
- Demonstrate a knowledge and understanding in models related to the marketing of arts and culture, such as cultural elitism vs. democracy, product vs. market focus, audience development, social inclusion and segmentation
- Demonstrate insight into the benefits and limitations of digitization