Marketing and communication in cultural management (5cr)

Objective

Students will
- deepen their competence in marketing and understand marketing as a customer-oriented way of creating productions
- learn to see marketing as an essential part of successful productions
- understand the importance of internal and external communication for productions
- learn to carry out basic marketing and communication tasks for productions

Content

- segmentation and positioning of the market, planning marketing strategies, images in marketing
- practical marketing and communication tasks during the first production (e.g. marketing and communication plan, media resease, press conference, channels and tools for internal communiction)

Qualifications

Introduction to marketing
Basics of production

Assessment criteria, satisfactory (1)

Grade 1: Under supervision, students are able to undertake marketing and communication tasks for productions.

Assessment criteria, good (3)

Grade 3: Students understand the importance of marketing and communication for productions and for cultural management and they are competent in target-oriented, effective marketing and communication.

Assessment criteria, excellent (5)

Grade 5: Students are competent in target-oriented, effective marketing and communication for productions. They are able to produce new ideas for marketing and apply them in productions.

Materials

will be announced at the beginning of the course