Handbook : Unit informationEdith Cowan University

School: Western Australian Academy of Performing Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

• Unit Title

  Marketing the Arts

• Unit Code

  ADM2430

• Year

  2019

• Enrolment Period

  1

• Version

  2

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

• Unit Coordinator

  Dr Helen Kathryn RUSAK

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Description

This unit progresses the skills and knowledge gained in Arts Marketing Fundamentals by concentrating on the development and application of specific arts marketing tools in areas such as customer relationship management, targeting, branding, positioning, promotion and social media. A practical coverage of approaches aimed at achieving audience size maintenance and audience building is provided within both a strategic and operational context.

Prerequisite Rule

Students must pass 1 unit from ADM1330

For COURSE_CODE NOT IN Y20 Do Permission required Otherwise true

Equivalent Rule

Unit was previously coded ADM2240

Learning Outcomes

On completion of this unit students should be able to:

1. Apply academic research and writing.
2. Be confident in expressing marketing ideas and concepts clearly.
3. Consider diverse target audiences, including diverse cultures, in the design of strategic communication strategies.
4. Construct marketing plans that incorporate customer relationship management strategies.
5. Design primary research methodologies for gathering audience information and formulate the requirements for gathering box office generated patron data.
6. Formulate specific content and design for promotional marketing activities.

Unit Content

1. Aligning marketing strategies and collateral to diverse targets, including those from diverse cultural backgrounds.
2. Brand management.
3. Current and emerging promotional tools such as social networking.
4. Development of high level language skills in the role of marketing.
5. Gaining and using customer data.
6. Primary research techniques, including instrument design.
7. Reinforcement of academic research and writing.
8. Relationship marketing and customer relationship management.

Learning Experience

Students will attend on campus classes as well as engage in learning activities through ECU Blackboard.

For more information see the Semester Timetable

Additional Learning Experience Information

Lectures and tutorials.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

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