Marketing for creative industries (3cr)

Objective

Students will
- become aware of the special features of their own marketing situation and learn to analyse it
- learn to analyse customer behaviour and segment customers in the cultural field
- know how to conduct a competitor analysis in their field
- become familiar with typical competitive advantages in marketing in their field and learn to apply them in practice
- learn to draw up a marketing plan

Content

- Case studies in marketing in the field of cultural management, discussions and seeking solutions
- A marketing plan for creative industries

Qualifications

Introduction to marketing

Assessment criteria, satisfactory (1)

Grade 5 In relation to the learning outcomes, students have excellents skills, knowledge and attitudes. They are competent in argumentation, critical evaluation, application of learnt contents and in finding new solutions.
Grade 3 In relation to the learning outcomes, students have good skills, knowledge and attitudes. They know how to give reasons for their opinions and apply the contents taught.
Grade 1 In relation to the learning outcomes, students have passable skills, knowledge and attitudes. They apply the contents taught mechanically.

Materials

Students will be informed of the case study material at the beginning of the course

Teaching methods

Case studies, independent study