Units

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Sample subject outline - Semester 2 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

The shift from supply to demand strategies in contemporary arts and cultural policy, along with increasing competition in the sector, has led to a greater emphasis on audience development. To be successful in a competitive industry, arts, cultural and creative industries managers must be able to market their product to attract patrons, audiences, participants and sponsors. This unit introduces a range of marketing principles and theories applicable in the arts and cultural sectors, along with the tools arts managers use to measure the impact of their audience development activities.

Aims

The aim of this unit is to provide you with the skills and knowledge to develop effective audience development strategies for arts, cultural and creative industries organisations.

Objectives

On completion of this unit you should be able to:
1. Outline the role of marketing in positioning arts, cultural and creative industries organisations and their products for success
2. Analyse the relationship between arts, cultural and creative industries organisations and their various consumers, including audiences, participants, patrons, sponsors and funding bodies
3. Identify the product, distribution and promotional strategies specific arts, cultural or creative industries organisations can use to build their brand and their audience base
4. Apply arts marketing principles to the development of effective marketing plans and campaigns.
5. Access information from a range of sources, including marketing statistics, spreadsheets and surveys, to support marketing and audience development plans.

Content

This unit addresses content such as:
- Marking arts, cultural and creative industries organisations
- Market analyis and research
- Market segmentation
- The marketing mix - product, place, people, process, price and promotions
- Branding in arts, cultural and creative industries organisations
- Relationships marketing in arts, cultural and creative industries organisations
- Social marketing in arts, cultural and creative industries organisations
- Strategies for growth
- Marketing plans and campaigns;

Approaches to Teaching and Learning

The unit will be delivered through lectures, guest lectures and tutorials. In general, classes each week will be three hours long, with the time split between lectures, discussion of topics raised in the lectures, learning tasks and consideration of case studies exemplifying effective arts marketing practices. The classroom contact will be complemented by online resources, available through the unit's Blackboard site.

Assessment

LATE ASSIGNMENTS
An assignment submitted after the due date without an approved extension will not be marked. If you are unable to complete your assignment on time, you should submit on time whatever work you have done.

Faculty Assessment Information
To access complete Creative Industries Faculty Assessment Information please refer to the Blackboard site for this unit.FORMATIVE ASSESSMENT
Formative assessment is designed to help the learner develop methodologies and knowledge through a process of feedback via one-on-one discussions with the lecturer.

You will be awarded a final grade on a 1 to 7 scale.

Assessment name: Market Research Framework
Description: You will design a Market Research framework to gather data on the audience for a specific arts, cultural or creative industries product or program.
Relates to objectives: 1,2,3,5
Weight: 40%
Internal or external: Internal
Group or individual: Individual
Due date: Mid Semester

Assessment name: Marketing Plan
Description: You will create a Marketing Plan for an arts, cultural or creative industries organisation.
Relates to objectives: 1,2,3,4,5
Weight: 60%
Internal or external: Internal
Group or individual: Individual
Due date: End Semester

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Required Text
Available from the bookshop:
Hill, E., O'Sullivan, C. and O'Sullivan, T. (2003) Creative Arts Marketing, 2nd Edition, London: Butterworth - Heinemann Ltd.

Recommended References
Arts Queensland (2001) Beat a Different Drum: A Handbook for Marketing Cultural Diversity in the Arts, Arts Queensland. Available online www.arts.qld.gov.au/pdf/MCDHandbook.pdf.
Australia Council (1998) The World is Your Audience: Case Studies in Audience Development and Cultural Diversity, Australia Council, Available online www.ozco.gov.au/arts_resources/publications/the_world_is_your_audience/.
Byrnes, W. (2003) Management and the Arts, Boston, Focal Press.
Colbert, F. (2001) Marketing Culture and the Arts, Montreal: Chair in Arts Management, HEC.
Donovan and Close (1998) Who's my Market? A Guide to Researching Audience and Visitors in the Arts, Sydney: Australia Council for the Arts. Available online www.ozco.gov.au/arts_resources/publications/whos_my_market/
Steidl, P. and Hughes, R. (1999) Marketing Strategies for Arts Organisations, Australia Council. Available online www.ozco.gov.au/arts_resources/publications/marketing_strategies_for_arts_organisations/
Kotler, P., Adam, S., Brown, L., and Armstrong, G. (2003) Principles of Marketing, 2nd ed. NSW: Pearson Education.
Dickman, S. (1995) The Marketing Mix, Melbourne: Museums Australian Inc (Victoria).
Dickman, S. (1998) Arts Marketing: The Pocket Guide, Australia Council. Available online www.ozco.gov.au/arts_resources/publications/arts_marketing_the_pocket_guide/
Dickman, S. (2000) What's My Plan: a guide to developing arts marketing plans, Australia Council. Available online www.ozco.gov.au/arts_resources/publications/whats_my_plan/
Kolb, B. (2000) Marketing Cultural Organisations: new strategies for attracting audiences to classical music, dance, museums, theatre and opera, Dublin: Oak Tree Press.
Radbourne, J. and Fraser, M. (1996) Arts Management: A Practical Guide, St Lucia, UQP.
Rentschler, R. (2002) The Entrepreneurial Arts Leader, St Lucia, UQP
Runyard, S and French, F., (1999) Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions, London: Altamira Press.
Scheff-Bernstien, J. (2006) Arts Marketing Insights; The Dynamics of Building and Retaining Performing Arts Audiences, Jossey-Bass.
Scheff, J. and Kotler, P. (1997) Standing Room Only: Strategies for Marketing the Performing Arts, Boston: Harvard Business School Press.

Risk assessment statement

There are no out of the ordinary risks associated with this unit.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 27-Mar-2013