Master
2024/2025
Arts and Culture Marketing
Type:
Compulsory course (Arts and Culture Management)
Area of studies:
Management
Delivered by:
Department of Management
When:
1 year, 3 module
Mode of studies:
offline
Open to:
students of all HSE University campuses
Instructors:
Elena Zelenskaya
Master’s programme:
Art and Culture Management
Language:
English
ECTS credits:
3
Course Syllabus
Abstract
The course ‘Art and Culture Marketing’ aims to provide insights into the field of marketing in the cultural and creative sectors. It applies the general marketing theory and practice to arts and culture organizations, and considers the specific features of the sector which result from the multipurpose nature of arts and culture organizations that does not boil down to financial results. A key idea that runs like a red thread through the course is that arts and culture organizations should be viewed as brands. They need to create effective positioning, implement strategies of developing and engaging audiences, create a unique artistic product, and maintain integrated marketing communications in digital and offline channels with a multitude of stakeholders. The course intends to provide the students with hands-on skills and competencies in marketing through the active use of real-life case studies of Russian and foreign arts and culture organizations in classroom, and a marketing plan project, that are vital parts of the course content.