Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Seminar
Workshop
Module Offerings
4606MCIPA-SEP-PAR
Aims
In this module students will be introduced to understanding marketing concepts whilst developing their abilities to identify and explain the key theories and tools necessary for a successful marketing campaign within the creative industries and performing arts.
Module Content
Outline Syllabus:
- What is Marketing? What is Arts Marketing?
- The Marketing Mix
- Marketing Campaign Planning
- Telling the Story - Integrated Marketing Communications
- Follow the Data - Analytics and Purchasing Behaviour
- Talk to Me - Segmentation and Target Marketing
- What does Success look like? Evaluation and Control
Module Overview:
What is marketing? How do we connect with audiences in a way that is authentic, planned and most importantly, relevant? How do you begin to gain attention for your artist, show, project or event? Marketing is a sales tool, but it is also something that needs to be creative, engaging, unique and visible. In this module, you will study marketing theory and develop your understanding of concepts, tools and campaign planning. You will examine case studies, looking at examples of marketing campaigns with a focus on target markets and reaching that all important target audience.
The invaluable tools you will learn will be adaptable to whichever path you take for your chosen future career and a key preparation for studying marketing strategy at Level 5.
What is marketing? How do we connect with audiences in a way that is authentic, planned and most importantly, relevant? How do you begin to gain attention for your artist, show, project or event? Marketing is a sales tool, but it is also something that needs to be creative, engaging, unique and visible. In this module, you will study marketing theory and develop your understanding of concepts, tools and campaign planning. You will examine case studies, looking at examples of marketing campaigns with a focus on target markets and reaching that all important target audience.
The invaluable tools you will learn will be adaptable to whichever path you take for your chosen future career and a key preparation for studying marketing strategy at Level 5.
Assessments
Report
Presentation