MMK792 - Arts Marketing
Unit details
| Year: | 2020 unit information |
|---|---|
| Important Update: | Classes and seminars in Trimester 2, 2020 will be online. Last updated: 2 June 2020 |
| Enrolment modes: | Trimester 1: Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Anne Kershaw |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
| Scheduled learning activities - cloud: | Online independent and collaborative learning activities including 11 weekly scheduled online seminars. |
Content
Arts marketing plays a key role in ensuring the arts engage diverse audiences and stakeholders. Arts marketing offers artists and organisations the opportunity to broaden, deepen and diversify the audiences for their work. This unit develops students’ arts marketing skills, addressing both strategic marketing planning and the use of marketing tools and techniques such as audience development, branding, market segmentation, promotions and e-marketing. The role of marketing in the arts sector is examined, in terms of a product-led focus (presenting quality arts and cultural products); and target-led approaches (understanding audiences and the nature of cultural experiences). Case studies are used to present marketing techniques specific to the arts sector, and to examine the use or modification of marketing approaches from other sectors.
| These are the Learning Outcomes (ULO) for this Unit At the completion of this Unit, successful students can: | Deakin Graduate Learning Outcomes | |
| ULO1 | Analyse and apply arts marketing processes to appropriate audiences that are aligned with organizational strategic priorities and assessment of the external environment. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Communicate arts marketing strategies to inform and motivate audiences within an organisation in an integrated manner. | GLO2: Communication |
| ULO3 | Appraise issues and approaches to arts marketing in profit and non-profit organisations. | GLO4: Critical thinking |
| ULO4 | Adapt and reflect on planning for fundamental aspects of arts marketing and the 'marketing mix'. | GLO6: Self-management |
| ULO5 | Contribute to an online community of learners and practitioners in the field of arts marketing. | GLO7: Teamwork |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
| Assessment 1: (Individual) - Case study blog | 2500 words | 40% | Week 5 |
| Assessment 2: (Individual) - Marketing Plan | 4000 words | 40% | Week 11 |
| Assessment 3: (Individual) - Weekly seminar participation | 1500 words | 20% | Weekly |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MMK792 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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