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Regular version of the site
Master 2020/2021

Digital and Offline Marketing in Arts and Culture

Type: Elective course (Master in International Business)
Area of studies: Management
When: 1 year, 4 module
Mode of studies: distance learning
Instructors: Elena Zelenskaya
Master’s programme: International Business
Language: English
ECTS credits: 3
Contact hours: 24

Course Syllabus


The course ‘Digital and Offline Marketing in Arts and Culture’ is part of the degree programme’s track “Managing Creative Industries in the Global Economy”. It aims to provide unique insights into the field of marketing in the cultural and creative sectors. It applies the general marketing theory and practice to arts and culture organizations, and considers the specific features of the sector which result from the multipurpose nature of arts and culture organizations that does not boil down to financial results. A key idea that runs like a red thread through the course is that arts and culture organizations should be viewed as brands. They need to create effective positioning, implement strategies of developing and engaging audiences, create a unique artistic product, and maintain integrated marketing communications in digital and offline channels with a multitude of stakeholders. The course intends to provide the students with hands-on skills and competencies in marketing through the active use of real-life case studies of Russian and foreign arts and culture organizations in classroom, and a marketing plan project, that are vital parts of the course content.
Learning Objectives

Learning Objectives

  • to give a solid understanding of the specific nature of arts and culture organizations and environmental factors that affect them
  • to provide and discuss the basic concepts, approaches, and current trends in traditional and digital marketing in arts and culture
  • to develop students’ abilities to solve marketing management problems for arts and culture organizations
  • to build students’ skills in marketing planning for arts and culture organizations
  • to provide digital and offline marketing instruments for various tasks that marketers may face
Expected Learning Outcomes

Expected Learning Outcomes

  • student knows and is able to apply key definitions, concepts and theoretical approaches of marketing theory to arts and culture organizations
  • student is able to implement (adjust and synthesize) selected digital and traditional marketing tools to analyze the problem, set the objectives and find solutions
  • student is able to solve managerial problems in the field of arts and culture marketing and takes into account the specific nature of the sector
  • student is able to develop a marketing plan for an arts and culture organization and ultimately judge the success of the marketing strategy and its implementation
Course Contents

Course Contents

  • Introduction to Arts Marketing
    A brief history of marketing. Marketing management orientations. Marketing evolution (from marketing 1.0 to marketing 4.0). What are the arts? What are creative industries? Marketing as art. Arts and commercial brands: collaborations between artists, cultural institutions and brands. Key issues in contemporary arts marketing research.
  • The Context of Arts Marketing. Marketing Planning.
    Cultural policy and arts marketing. State support for the arts. Some key dilemmas for arts marketing: amateur vs professional arts, accessibility vs excellence, ethics in the arts, etc. The arts marketing environment. Marketing strategy formation process. Analysis – Decisions – Outcomes. Definitions of a marketing plan. The SOSTAC model. Situation analysis. SWOT, PEST, 5 forces and other instruments. Some digital instruments for analyzing online presence.
  • Developing Arts Audiences.
    Traditional types of segmentation: geographic, socio-demographic, psychographic, etc. Typical segmentations in the arts and culture sphere. Features of a “good” market segment and ways to create customer avatars (user/buyer personas). Diversity of strategies for developing and engaging arts audiences. Creating communities, membership programmes, and friends’ clubs.
  • Positioning and Branding in the Arts
    Targeting and positioning, positioning mapping. What is and what is not a brand? Key brand-related definitions: brand equity, brand identity, brand image. Brand name, brandmark, and tagline. Key features of effective brands. Branding in the arts. Artists as brands. Developing visual identity for an arts and culture organization.
  • The Marketing Mix. New Digital Practices for the Arts.
    Different approaches to the marketing mix – 4Ps, 7Ps, 8Ps, 4Cs, etc. Product management, product levels. Arts as a product. The complexity of cultural product. Pricing in the arts and culture. Price discrimination. Key psychological principles concerning money and pricing. Different pricing strategies for different cultural goods: luxury and credence goods, collectible goods and rarities, durable goods, perishable goods (live performances), digital goods, etc. Distribution tools of the arts. Integrated marketing communications. ATL and BTL communications. Earned, owned, paid media. Opportunities of digital marketing for the arts. Tools for engaging promotion. Digital experiences and practices – the case of the Munch museum in Oslo.
Assessment Elements

Assessment Elements

  • non-blocking Class & HW activities
    The types of assignments may be the following: case studies, problem-solving exercises, implementation of digital and offline marketing instruments and tools, presentation on a particular marketing topic, critical analysis of a scientific article, etc.
  • non-blocking Short test
    It is a written test with closed questions, taken either in person in class or distantly through LMS or MS Teams. The test focuses on the material discussed in class. To prepare for it, students should attend lectures and seminars and be acquainted with all course materials.
  • non-blocking Final Test (Exam)
    It is a written test with closed and open-ended questions, taken either in person in class or distantly through LMS or MS Teams. The test contains 30 questions. It focuses on the material discussed in class. To prepare for it, students should attend lectures and seminars and be acquainted with all course materials.
  • non-blocking Peer Review of Projects
    In groups, the students prepare a peer review of the marketing plan report created by a fellow group.
  • non-blocking Project (Marketing Plan)
    Marketing plan report and its oral presentation.
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.29 * Class & HW activities + 0.29 * Final Test (Exam) + 0.05 * Peer Review of Projects + 0.27 * Project (Marketing Plan) + 0.1 * Short test


Recommended Core Bibliography

  • Alina Wheeler. (2017). Designing Brand Identity : An Essential Guide for the Whole Branding Team: Vol. Fifth edition. Wiley.
  • Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Vol. 5 edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1496981
  • Colbert, F. (2017). A Brief History of Arts Marketing Thought in North America. Journal of Arts Management, Law & Society, 47(3), 167–177. https://doi.org/10.1080/10632921.2016.1274700
  • Hannah Lewi, Wally Smith, Dirk vom Lehn, & Steven Cooke. (2020). The Routledge International Handbook of New Digital Practices in Galleries, Libraries, Archives, Museums and Heritage Sites. Routledge.
  • Hendrik Sonnabend. (2019). Pricing. Chapters, 87.
  • Kemp, E., & Poole, S. M. (2016). Arts Audiences: Establishing a Gateway to Audience Development and Engagement. Journal of Arts Management, Law & Society, 46(2), 53–62. https://doi.org/10.1080/10632921.2016.1150929
  • Wilmsen, F. (2020). Commissioning artists’ brands: the case of the Deutsche Guggenheim. Journal of Visual Art Practice, 19(3), 284–296. https://doi.org/10.1080/14702029.2020.1811489

Recommended Additional Bibliography

  • Agostino, D. (2018). Can Twitter Add to Performance Evaluation in the Area of Performing Arts? Reflections from La Scala Opera House. Journal of Arts Management, Law & Society, 48(5), 321–338. https://doi.org/10.1080/10632921.2018.1431985
  • Akbar, S., & Sharp, A. (2020). Strengths and challenges of Aboriginal art centre marketing. Australian Aboriginal Studies, 1, 66–83.
  • Besana, A., Bagnasco, A. M., Esposito, A., & Calzolari, A. (2018). It’s a Matter of Attention: The Marketing of Theatres in the Age of Social Media. International Journal of Arts Management, 20(3), 20–37.
  • Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
  • Miles, S. (2018). “Do We Have LIFT-Off?” Social Media Marketing and Digital Performance at a British Arts Festival. Journal of Arts Management, Law & Society, 48(5), 305–320. https://doi.org/10.1080/10632921.2017.1366379
  • Posner, H. (2015). Marketing Fashion : Strategy, Branding and Promotion: Vol. Second edition. Laurence King Publishing.
  • Preece, C., & Kerrigan, F. (2015). Multi-stakeholder brand narratives: an analysis of the construction of artistic brands. Journal of Marketing Management, 31(11–12), 1207–1230. https://doi.org/10.1080/0267257X.2014.997272