Маркетинг в креативных индустриях

2021/2022

Статус: Майнор

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 3, 4 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Кузьмина Ксения Алексеевна, Райтер Ксения Алексеевна

Язык: английский

Кредиты: 5

Контактные часы: 48

Full Syllabus

Abstract

The course is focused on both the study of the theoretical concepts of consumer behavior in tourism (particularly in cultural tourism) and the development of managerial skills: to analyze the consumer decision process (internal and external influences on consumer behavior), to segment the target audience, to conduct market consumer research, to use marketing communication tools in order to promote products of cultural tourism, to manage the cultural tourism attractions. The course includes studying of the basic characteristics of consumer behavior in different kinds of cultural tourism; marketing programs used in the cultural and tourism organizations; processes of commercialization of art and culture. New trends (a rapid increase of the share of individual travelers, tourists’ orientation on the virtual services and interactive practices) will be analyzed in details.

Learning Objectives

to analyze the consumer decision process (internal and external influences on consumer behavior)
to segment the target audience
to conduct market consumer research
to use marketing communication tools in order to promote products of cultural tourism
to manage the cultural tourism attractions

Expected Learning Outcomes

Being able to define the target audience’s needs.
Being able to develop an innovative approach (tools, products) for the qualitative improvement of the facilities in the creative sector.
Being ready on the basis of the theoretical concepts and practical examples from the field of creative industries to identify niches that might be successful for the cooperation between culture, creativity and entrepreneurship
Being ready on the basis of the theoretical concepts and practical examples from the field of creative industries to identify niches that might be successful for the cooperation between culture, creativity and entrepreneurship.
To possess methods of gathering and organizing information; being able to apply those methods to solve specific problems; being able to define the target audience’s needs
To possess methods of gathering and organizing information; being able to apply those methods to solve specific problems; being able to define the target audience’s needs.
To possess methods of gathering and organizing information; being able to apply those methods to solve specific problems; being able to define the target audience’s needs.

Course Contents

Internal influences on consumer behavior in cultural tourism
External influences on consumer behavior in cultural tourism
Consumer behavior and consumer research
Marketing communication tools: particularities in cultural tourism
Managing consumer behavior in cultural tourism attractions

Assessment Elements

Homework
Individual work
lectures
seminars
Homework
Individual work
lectures
seminars

Interim Assessment

2021/2022 4th module
Students’ progress is monitored during the course by: - individual work (five home assignments, based on reading articles, discussing and solving cases at the end of each topic). Individual work assignments (only paper versions) are to be handed in before class on the day they are due. No late individual work is accepted. - class work includes: five written tests during lectures and individual and group work at seminars. - homework consists of the group project presentation. Each group consists of approximately 3-5 students and presents the consumer research for the Museum. 0,4 seminars + 0,2 lectures + 0,2 individual work + 0,2 homework

Bibliography

Recommended Core Bibliography

Kumra, R. Consumer Behaviour. Mumbai, Global Media, 2006. – URL: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=3011355&ppg=1&query=consumer%20behaviour

Recommended Additional Bibliography

Nair, S. R. (2009). Consumer Behaviour and Marketing Research : (text and Cases) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332241

Course Syllabus