Manager and mediator competence (5cr)

Objective

Students will learn to
- construct and develop brands for artists and create solutions for marketing ancillary products and for supporting sales and corporate cooperation
- apply revenue models for cultural management, apply their communication, financial anagement and contract competence

Content

Taking command of the professional field
- structures, actors, terminology
- artists, record companies, managers, agents, booking agencies, promoters
- artists as freelancers and entrepreneurs
- managers' form of employment

Construction of an artist brand
- principles of constructing an artist brand
- consumer attention and product differentiation
- choosing target groups, customer benefits -> attractiveness

Marketing, communication and interaction
- developing manager's communication and interaction competence
- concrete means and ways of marketing artists
- manager's and artists' cooperation with media (Web, TV, radio, print)

The product development process, sales work, corporate cooperation
- developing an artist's services into products to be sold and bought
- manager's role and action in practical sales work
- construction of distribution channels in sales work
- creation of coorporate collaboration and service packages, sponsorship

Financial and contract competence
- financial management in manager's work
(budgets, cash flow, profitability, pricing)
- funding options in the development of manager and artist activities
- contract competence and legal issues

Qualifications

Major part of studies completed

Assessment criteria, satisfactory (1)

Grade 1: Students understand the operating logic of manager and mediator activities.

Assessment criteria, good (3)

Grade 3: Students understand the operating logic of manager and mediator activities and are able to work as assistants for managers or agents

Assessment criteria, excellent (5)

Grade 5: Students understand the operating logic of manager and mediator activities and are able to work as managers or agents for artists.

Materials

will be announced at the beginning of the course