Marketing Arts and Culture

Course Code: ARTC 5202

Academic Year: 2017-2018

This course develops a strategic framework for making arts organizations in the performing, visual and heritage sectors responsive to the numerous and varied market segments/stakeholder groups through the process of segmentation and the creation of an effective marketing mix. Work includes defining the organizational mission in order to position the organization and developing a marketing plan for either an organization or for some program element of an organization.