Course
| code | MD211 |
| credit_hours | 3 |
| title | Marketing the arts |
| arbic title | Ùنون التسويق |
| prequisites | EA121 |
| credit hours | 3 |
| Description/Outcomes | This course will introduce students to the fundamentals of marketing the arts. Students will learn basic marketing concepts such as understanding the marketing mix, utilizing environmental analysis, developing position statements and branding an organization to help formulate effective marketing strategies. Students will be introduced to the different types of arts and be aware of the arts marketing methods. A particular emphasis will be placed on understanding audiences and building participation in the programs and services. By the end of this course students would be able to develop a framework for creative concepts in marketing. |
| arabic Description/Outcomes | |
| objectives | By the end of this course, Students will be able to: rn- Demonstrate an ability to analyze an organization’s current marketing orientation through discussions and written assignments.rn- Contribute to the creation of a ‘community of practice’ with classmates and instructor that helps to refine and strengthen marketing skills.rn- Access online market research tools and reference materials to help broaden their awareness of arts marketing methods, as demonstrated through research activities and written assignments.rn- Better understand audiences and competitionrn- Develop an understanding of positioning statements, which help to define an organization in relation to its audiences and competitionrn- Demonstrate an understanding of marketing methods and strategies through the development of a written marketing plan for a case study organization.rn- Learn skills in team work as demonstrated through group projects rn |
| arabic objectives | |
| ref. books | -Kotler and Armstrong.(2008)"Principles of Marketing"12th edition., Person International Edition.rn-Dreeszen, Craig. (2003),"Fundamentals of Arts Management", 4th edition, Arts Extension Service.rn-Chong, Derrick. (2005), "Arts Management", London and New York.rn |
| arabic ref. books | |
| textbook | Kotler and Bernstein(2007),"Arts Marketing Insights: The dynamics of building and retaining performing arts audiences," first edition., John Wiley and sons, Inc. |
| arabic textbook | |
| objective set | |
| content set | |
Course Content
| content serial |
Description |
| 1 |
Introduction to Arts Marketing
|
| 2 |
Strategic Market Planning and Our Audiences
|
| 3 |
Audience Participation
|
| 4 |
Market Research Basics
|
| 5 |
Survey Basics
|
| 6 |
Understanding the Competition/SWOT Analysis
|
| 7 |
7th exam
|
| 8 |
Positioning Statements
|
| 9 |
Marketing mix and Marketing Tools
|
| 10 |
E-Marketing Fundamentals
|
| 11 |
Market Budgets and Marketing Metrics
|
| 12 |
Applied project
|
| 13 |
Putting it All Together: Assembling the Marketing Plan
|
| 14 |
Case study
|
| 15 |
Review of the final exam
|
| 16 |
Final exam
|