Маркетинг в сфере искусства и культуры: цифровое и реальное пространство

Магистратура 2020/2021

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Лучший по критерию «Новизна полученных знаний»

Статус: Курс обязательный (Менеджмент в индустрии впечатлений)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 1-й курс, 3, 4 модуль

Формат изучения: с онлайн-курсом

Преподаватели: Боровская Ирина Леонидовна, Горгадзе Алексей Алексеевич, Зеленская Елена Михайловна, Кузнецова Анастасия Дмитриевна

Прогр. обучения: Менеджмент в индустрии впечатлений

Язык: английский

Кредиты: 6

Контактные часы: 48

Full Syllabus Ask Question

Abstract

The course «Digital and Offline Marketing in Arts and Culture» is intended for students studying the features of marketing management in the field of arts and culture. Students will receive knowledge and competencies that allow them to actively participate in the development of digital and offline marketing strategies and the practical application of relevant approaches, methods and tools. The course has a strong practical focus, as it includes project work on a marketing plan, real-life case studies of arts and culture organisations and problem-solving exercises, as well as acquaintance with cutting-edge instruments of digital marketing.

Learning Objectives

to provide and discuss the basic concepts, approaches, and current trends in traditional and digital marketing
to develop students’ abilities in marketing strategic thinking and understanding the company’s competitive position in the rapidly changing environment
to foster the skills in marketing planning

Expected Learning Outcomes

students are expected to know and apply key definitions, concepts and theoretical approaches of marketing theory;
students are expected to be able to develop a marketing plan and ultimately judge the success of the marketing strategy and its implementation
students are expected to acquire the skills of marketing strategic thinking and understanding the company's competitive position in a rapidly changing environment;
learn to use digital marketing tools;
learn to correctly and effectively present the results of project work.

Course Contents

Introduction to arts marketing.
A brief history of marketing. Marketing management orientations. Marketing evolution. Traditional vs. digital marketing. Cultural sector and the Internet. Key issues in contemporary arts marketing research.
The Context of Arts Marketing. Marketing Planning.
Cultural policy and arts marketing. Some key dilemmas for arts marketing. The arts marketing environment. Marketing strategy formation process. SOSTAC model. Situation analysis. Objectives.
Arts Audiences. Segmentation, Targeting, Positioning.
Traditional types of segmentation. Market segmentation of arts consumers. Types of targeting strategies. Positioning.
Digital tools in marketing analysis.
Marketing strategy in the digital environment. Digital audience concept. Types of digital audiences and selection criteria. Description of the target audience. Creating a portrait of the consumer. Digital audience search and analysis tools. Competitors in the digital environment. Open data strategy: benefits and risks. Principles and criteria for identifying competitors in the digital environment. Analysis of pricing and assortment. Determination of positioning. Webometric data. Competitor search and analysis tools.
Branding in the Arts.
What is and what is not a brand? Key brand-related definitions: brand equity, brand identity, brand image. Brand name, brandmark, and tagline.
Marketing Mix
Product and Product Policy. Price and Pricing Policy. Channel Management and Retailing. Marketing Communications.
Actions & Control
Basics of the Action and Control parts in the SOSTAC model. Planning a budget, distribution of tasks in time periods, efficiency control. KPI. Sharing Economy as a possible action.
Design & Visualization
Presentation of the results of design work. Rules for the design of graphs, figures, tables, presentations. Web design tools.

Assessment Elements

Class & HW activities
The types of assignments may be the following: case studies, problem-solving exercises, implementation of digital and offline marketing instruments and tools, presentation on a particular marketing topic, critical analysis of a scientific article, etc.
Intermediate presentation
Short test 1
It is a written test with multiple-choice and open questions, taken either in person in class or distantly through LMS. The test contains 20 questions (multiple-choice and open questions) and focuses on the material discussed in class. To prepare for it, students should attend lectures and seminars and be acquainted with all course materials placed on LMS.
Short test 2
It is a written test with multiple-choice and open questions, taken either in person in class or distantly through LMS. The test contains 20 questions (multiple-choice and open questions) and focuses on the material discussed in class. To prepare for it, students should attend lectures and seminars and be acquainted with all course materials placed on LMS.
Peer Review of Projects
The students prepare a peer review of the marketing plan report created by a fellow group.
Project

Interim Assessment

Interim assessment (4 module)
0.25 * Class & HW activities + 0.1 * Intermediate presentation + 0.1 * Peer Review of Projects + 0.3 * Project + 0.125 * Short test 1 + 0.125 * Short test 2

Bibliography

Recommended Core Bibliography

Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
Cavallone, M. (2017). Marketing and Customer Loyalty : The Extra Step Approach. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1516920
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Vol. 5 edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1496981
Colbert, F. (2017). A Brief History of Arts Marketing Thought in North America. Journal of Arts Management, Law & Society, 47(3), 167–177. https://doi.org/10.1080/10632921.2016.1274700
Kemp, E., & Poole, S. M. (2016). Arts Audiences: Establishing a Gateway to Audience Development and Engagement. Journal of Arts Management, Law & Society, 46(2), 53–62. https://doi.org/10.1080/10632921.2016.1150929

Recommended Additional Bibliography

Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.

Course Syllabus