[ 307KMG1KMKS10 ] SE Cultural Marketing

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Workload Education level Study areas Responsible person Hours per week Coordinating university
3 ECTS B2 - Bachelor's programme 2. year Business Administration Cäcilia Innreiter-Moser 2 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)Themen und Theorien der Kulturwissenschaften II, Einführung in die Wirtschaftswissenschaften für KulturwissenschafterInnen, aus Kernkompetenzen I Betriebswirtschaft für KulturwissenschafterInnen: Strategie und Marketing
Original study plan Bachelor's programme Cultural Studies 2015S
Objectives Students will acquire a base understanding of marketing task fields as well as an understanding of a market and customer oriented focus and direction for cultural projects. Students will learn which aspects of marketing concepts must be observed for cultural institutions and understand the correlations between individual task areas. Students will critically reflect on the development of a market identity for a cultural institution and/or project, understand market, customer and competitive analysis parameters, learn more about the basics of customer segmentation and defining target groups, enabled to position cultural projects and clearly communicate their value proposition, and will explore general opportunities of marketing and market development.
Subject Selected aspects of marketing in regards to cultural projects and locations, such as the development of a brand for a cultural project, customer segmentation and customer oriented customer offers, the basic principles of press relations, cultural sponsoring and communication strategies, particularly in regards to cultural related tasks and projects.
Criteria for evaluation Written work, in-class participation
Methods Literature research and analysis, discussions and reviews, secondary research, writing an academic paper
Language German
Changing subject? No
On-site course
Maximum number of participants 40
Assignment procedure Assignment according to priority