Course details
Arts and Cultural Marketing
MARK 80102A
This course is an advanced doctoral seminar that addresses the fundamental themes of marketing and consumer behavior that are of interest to researchers and high-level practitioners in the field of management of arts and culture.
The seminar consists mainly of exchanges between teachers and participants on the basis of classic and contemporary readings in marketing and consumer behavior.
Themes covered
1. The Value Chain in the Arts and the Cultural Sector
2. The artist Market Orientation and Product Orientation
3. Antecedents of Arts Consumption
4. Purchase and Repurchase Intentions
5. Motivations and Preferences
6. The Consumption Experience
7. Consumer Satisfaction and Service to Clients
8. Product and Brand Management
9. Price and Place Variables
10. Promotion Variable Critics and WOM
11. Sales and Illegal Downloading
12. Fundraising and Sponsorships
Course code
MARK 80102A
Subject
Marketing
Program
PhD
Instruction mode
On-site learning
Credits
3