Audiences & marketing

The need to cultivate, retain and expand diverse support constituencies (e.g. audiences, visitors, funders, policy-makers and any other stakeholders) means that organisations need to find ever more sophisticated ways in which to access these supporters and communicate with them effectively, and this requires the involvement and commitment of all parts of the organisation.

This module introduces you to the knowledge and skills needed to consider the function of marketing in a creative and cultural organisation from a strategic perspective.

In this module we explore the factors that influence arts/cultural consumption in its diverse forms and examine appropriate ways in which cultural and creative organisations market themselves effectively and productively.

Indicative content

• To explore the concepts and theories of marketing, and their application to cultural organisations and their activities
• Understanding cultural consumption, markets and audiences
• Market research techniques and tools
• Communication within marketing
• Strategic marketing decisions in relation to other organisational functions
• The formulation of an effective marketing strategy for organisational success
• Management and delivery of the total marketing effort and the evaluation of marketing performance
• Electronic marketing; current trends and experience in creative and cultural organisations
  
  

Recommended reading

• Cashman, S. (2003). Thinking Big! A guide to strategic marketing planning for arts organisations. Cambridge, Arts Marketing Association in association with Arts Council England
  
• Christopher, M., Payne, A, and Ballantyne, D. (2002). Relationship Marketing, Creating Stakeholder Value. Oxford, Butterworth Heinemann
  
• Colbert, F. (2007). Marketing Culture and the Arts . Montréal,  HEC
  Hill, E., O'Sullivan, C., and O'Sullivan, T. (2003). Creative Arts Marketing. London, Butterworth-Heinemann
  
• Hooper-Greenhill, E. (1994). Museums and their Visitors. London, Routledge
  
• Hughes, H. (2000). Arts, Entertainment and Tourism. Oxford, Butterworth-Heinemann
  
• Kotler, N. and Kotler, P. (1998). Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources. San Francisco, Jossey-Bass
  
• Kotler, P. and Scheff, J. (1997). Standing Room Only: Strategies for Marketing the Performing Arts. Boston, Harvard Business School Press
  
• McLean, F. (1997). Marketing the Museum. London, Routledge