BUSI 3301 Marketing Strategy for the Arts

The fact that the art world and the practice of marketing are changing provide an enormous challenge for marketing managers. The goal of this course is to determine how to position the visual and performing arts in the marketplace. Using case studies, students will develop skills thinking about the placement and planning for arts organizations through an understanding of the consumer and the market in each case.
Topics include: marketing theory and application, strategic marketing, niche marketing, consumer and audience development, public relation strategies, market research, planning against competition and advertising.