AMA4300

Marketing the arts

Offered subject to approval

Linda Brennan

8 points
* One 3-hour class per week
* First semester
* Clayton

Objectives On completion of this subject students will appreciate the processes of implementing strategic marketing plans in an organisational context, understand the changing role of marketing in contemporary organisations, will have critically examined the literature relating to marketing of not for profit or commercial organisations particularly relating to arts management, will have an ability to evaluate existing marketing or fundraising plans and make recommendations for appropriate change, will have a sound knowledge of the role of marketing in contemporary not for profit and arts organisations, will have a sound knowledge of market orientation, internal marketing, customer service and loyalty issues in marketing, performance analysis, fundraising and sponsorship, the ability to apply marketing techniques to the not for profit and arts marketing context, and the ability to clearly articulate their understanding in written and verbal form.

Synopsis This subject introduces the recognised and recent literature relating to issues of implementation, evaluation and control of marketing strategies in not for profit and arts organisations. Current concepts, theories and applications are addressed in the areas of market orientation, internal marketing, customer service and loyalty issues in marketing, relationship marketing, market analysis, marketing performance analysis, marketing organisation, database marketing, fundraising and sponsorship.

Assessment Research essay (3000 words): 30%
* Individual case study (2000 words): 20%
* Two seminar presentations (500 words each): 50%

Prescribed texts

Kotler P and Andreasen A Strategic marketing for non profit organisations Prentice-Hall, 1991