Studium » Studienmodule » Kulturmarketing
Übersicht Studienmodul
| Module Code | CM 260 |
| Module Title | Marketing Culture · Kulturmarketing |
| Academic level | Level 2 |
| Credit value | 5 |
| Instruction | German |
| Pre-requisites | CM 190 - Introduction to Cultural Management |
| Co-requisites | All other Level 2 Culture & Communication modules |
|
Rationale for Module |
This module develops what students have learnt in
the Level 1 modules ‘Business Context & Functions’, in which students are introduced to fundamental marketing principles (the marketing concept, marketing research, components of the marketing mix), and ‘Introduction to Cultural Management’ where students learn about demand for culture, and the characteristics of cultural products. These provide the foundation for the more specialised study involved in this module. It is designed to develop students’ ability to apply the principles and techniques of marketing in cultural management. The numerous challenges facing cultural and performing arts organisations, in particular those in the public sector, such as reduced funding, changing lifestyles among audiences, and increased competition, allied with the intangible nature of the majority of cultural products (products such as concerts, museum visits and theatre productions cannot be sampled pre-purchase) places the utmost importance on well-targeted and costeffective marketing strategies and campaigns by the cultural and performing arts organisations. The module gives an overview of the various phases and features of the marketing planning process using practical examples from the cultural industries. This module complements the Level 2 module ‘Management of Cultural Operations’. In developing students’ understanding of the relationship between the strategic and operational levels of the marketing function, and of the principles of strategic analysis and planning, this module prepares students for the Level 3 module ‘International Management & Marketing Strategy’, where students will be dealing with strategic issues at a higher level of autonomy, complexity and synthesis. The module is useful background for ‘Fundraising’ and ‘European Cultural Policy’. It also provides a basis for ‘Consumer Behaviour’ and ‘Campaign Planning’ at Level 3, which students can select as electives. |
| Aims |
This module aims to: • instil an appreciation of the effects of cultural industry characteristics, as part of the tertiary sector, on marketing strategies and measures, and develop a critical and ethical awareness of the importance of meeting customers’/audiences’ needs • explore in detail the phases of the marketing planning process and develop an integrated understanding of standard instruments and methods used to shape and control the process • enable students to implement strategic and operational marketing from the various methods of analysis to the components of the marketing mix |