Specialised Marketing - Cultural Marketing - 1st semester
Code
722011100
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Filipe Mascarenhas Serra
Weekly hours
3 letivas + 1 tutorial
Teaching language
Portuguese
Objectives
In what concerns the use of basic tools, the aim is to prepare the students to conceive, to create and to communicate a strategic plan/cultural event related to the performing arts and/or to the visual ones, either on the professional and the academic area; Collaboration/professional skills acquired with producers and/or with cultural events or institutions.
Prerequisites
Students should already have a basic knowledge of marketing, including the different P´s of marketing mix, SWOT and PEST analysis
Subject matter
1 Introduction – Marketing applied to cultural institutions, organizations and activities.
1.2 Singularity of cultural market
1.3 Cultural divulgation (segmentation) - Heritage, Museums, Libraries, Book; Performing and Visual Arts; Cinema, audiovisuals, multimedia; Social and Cultural activities
1.4 Branding of cultural organizations
1.5 Definition of marketing-mix strategies
2 Preparation of a cultural marketing strategical plan (concerning the cultural organizations or cultural events)
2.1 Conception-Manifest /Concept – Description and justification memo – Identification of the event; Dates; Places; Presentation/creation of a logo and a slogan; Program; Objectives and strategy; SWOT analysis; Analysis and study of the different publics; Logistic aspects; Human resources
2.2 Production/planning-Sponsorship, patronage;Budgets; Draft – planning
2.3 Communication - Graphic and audiovisual material; Merchandising products; Distribution of graphic material policy; Publicity policy
Bibliography
- Hill, Elizabeth; O’Sullivan, Terry; O’Sullivan, Catherine (2003), Creative Arts Marketing, Oxford: Buttenworth-Heinemann (2nd edition)
- Abreu, Miguel (2006), Guia das artes visuais e do espectáculo, Lisboa: Instituto das Artes/Ministério da Cultura
- Colbert, François (2000), Le Marketing des Arts et de la Culture, Montréal: Gaetan Morin Éditeur
- Reis, Ana Carla Fonseca (s.d.), Marketing Cultural e financiamento da cultura, São Paulo: Editora Thompson
- Kolb, Bonita M. (2000), Marketing – Cultural Organizations, Oak Tree Press
- Curvelo, Rita (2009), Marketing das artes em directo, Lisboa: Quimera
- Bourgeon-Renault, Dominique (2009), Marketing de l’Art et de la Culture, Paris: Dunod
- Kotler, Neil; Kotler, Philip (1998), Museum Strategy and Marketing, San Francisco: Jossey Bass Publishers
Teaching method
Teaching - Classes with a strong practical component concerning with teoric matters and several briefings with working groups chosen by the pupils.
Evaluation method
The final classification of the discipline results from 2 valuation elements considered in an elucidative way: I –Collective work – 50%; II - One written valuation test (individual work) – 50%
- If on both valuation elements the student has mark equal or superior to 10 he will be approved; if he gets 8 or 9 he must do an exam; with mark equal or inferior to 7 it will be considered he failed.
- The absence of valuation elements means the student has failed.