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Arts and Festival Marketing
Liberal Arts & Social Sciences Program
London, England
Dates: 8/30/17 - 5/19/18
Arts and Festival Marketing
OVERVIEW
CEA CAPA Partner Institution: London South Bank University
Location: London, England
Primary Subject Area: Art Management
Instruction in: English
Transcript Source: TBD
Course Details: Level 200
Recommended Semester Credits: 4
DESCRIPTION
Effective marketing and audience development is a critical factor in a burgeoning landscape of arts, cultural and festival organisations. This module provides an insight into the principles and practices of developing new audiences and sustaining existing audiences in these environments. The underlying imperatives of audience development and arts marketing are explored, as well as the aesthetic contract between artists and audiences, funding criteria and the need to generate earned income. Areas such as barriers to access, the marketing mix, strategic planning, market research, market segmentation, print and online tools, subsidised and commercial funding imperatives and public relations are also included.