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AAST College of Management and Technology Department: Media Management Course: Marketing the Arts Lecturer: Miss Eiman Negm Today’s arts administrator still needs aesthetic appreciation, enthusiasm, and commitment to their art, but this needs to be combined with practical business sense and increasingly, an understanding of marketing, and the way in which effective marketing can enhance long-term success. Marketing provides the framework to increase product offerings and to promote arts and entertainment through a wide range of activities. Through marketing it is possible to heighten levels of satisfaction of current customers, and also reach new audiences. Marketing Definition Marketing is: the analysis, planning, implementation, and control of programs designed to increase visitor awareness and use of collections, facilities, and services in a way that will mutually benefit both the organization and the visitor. Although many people tend to use the terms marketing and promotion as if they were interchangeable, this is not the case. Promotion is, in fact, only one element of the total marketing concept. Probably the most salient aspect of marketing is its recognition of the importance of the consumer. It focuses on the development of sound research strategies to obtain information about consumers’ needs and wants, and enables organizations to identify market segments which are most likely to respond to their products and services. It also enables arts organizations’ to identify the most effective way to reach these target markets. The changing environment in which arts organizations operate has meant that more and more organizations are recognizing the advantages of using marketing principles to assist them in making sound, practical decisions which ultimately give them even more scope for creativity and innovation. GENERIC SKILLS The course is committed to ensuring that students have the full range of knowledge and skills required for full participation in all aspects of their lives, including skills enabling them to be life-long learners. To ensure this preparation, such generic skills will be embedded in the course. The table below indicates which generic skills will be taught, practiced, and/or evaluated in this course. Communicate clearly orally, in writing, and with presentation technology Use the computer and various programs to perform tasks Interact and work in teams to achieve goals Apply critical thinking in problem solving and making decisions Collect, analyze, and organize information Take responsibility for own actions Create innovative strategies and/or products that meet identified needs Manage time and other resources to attain goals Assess own skills, knowledge, and experience Adapt to new situations and demands MISSED TERM WORK OR EXAMINATIONS If a student misses a key date for a test or assignment they must call or e-mail the lecturer in advance and set up an alternative plan, then they must provide appropriate support documentation immediately upon return to school. Acceptable documentation would be in the form of a the AAST doctor’s note, a court summons or funeral, a copy of a passport and visa supporting your travel or any excuse that Dr. Sherif, head of student affaires would give. TESTING POLICY A score of zero will be recorded for a missed test unless the student presents the lecturer with appropriate documentation as stated above. To receive a passing grade in this course, the student must achieve a final mark of 50%. ASSIGNMENT POLICY Assignment due dates are announced in class and are published on handout material. Students are responsible for keeping track of these dates. Late assignments will be given zero unless the above documentation is provided. This course is also based heavily on group work. In some cases your groups will be assigned and in others you can select your own groups. The lecturer will decide. It is the individual student’s responsibility to ensure they are an active, contributing member of the group. If a student is not performing up to expectation, the other members reserve the right to dismiss that individual after consultation with the lecturer. This will result in a mark of zero on the related assignment for that group member. EVALUATION SYSTEM The course will consist of the following activities: 7th Week Exam 30 pts. 12th Week Exam 20 pts. Participation/ attendance 10 pts. Assignments 10 pts. Final Project and Presentation 30 pts. TOTAL 100% 7th week exam will examine material covered from start of semester up to mid term date to be completed during class time and under the supervision of the lecturer. 12th week exam will examine material covered from mid term (7th week exam) dates up to end of semester to be completed during class time and under the supervision of the professor. Assignments will require student research, completed on the student's own time, which will be presented to the class and in a written format. Some assignments will be done individually or in groups. The professor will indicate the format. Final Project will require student research, completed on the student's own time, which will be presented to the class and in a written format and which will be done in groups. COURSE SCHEDULE ***Note: Schedule is approximate and may vary as circumstances dictate. Week Topic Week 1 Introduction to Art and Related Concepts Week 2 Introduction to Marketing and Marketing the Arts Week 3 Understanding the market place and Customers/ visitors needs concerning art facilities Week 4 Building Relationships with customers and art visitors/ fans Week 5 The Marketing Strategy and the Marketing Mix for Art and related organizations Week 6 Consumer Markets and Buying Behavior toward artistic products Week 7 7th Week Exam Week 8 The Arts’ Micro Environment Week 9 The Arts’ Macro Environment Week 10 Model of (Characteristics Consumer Behavior affecting consumer behavior) Week 11 Marketing Segmentation, Targeting and Positioning Week 12 12th Week Exam Week 13 Creating Value for the Target Customers Week 14 Final Project Presentations Week 15 Final Project Presentations Hope You Enjoy the Course :-) Marketing the Arts Final Project Outline To succeed in today’s competitive marketplace, companies need to be customer centered. They must win customers from competitors, then keep and grow them by delivering greater value. But before it can satisfy consumers, a company must first understand their needs and wants. Thus marketing requires a careful customer analysis. Art Facilities/ organizations cannot profitably serve all consumers/ visitors in a given market, at least not all consumers in the same way. There are too many different kinds of individuals with different kinds of needs. Most companies are in position to serve some segments better than others. Thus, each facility must divide up the total market, choose the best segment, and design strategies for profitably serving chosen segments. Phase One To begin the project, form a group of four to five members. Choose a member of the group to be a leader and guide the other members. Once the group is formed, create a group identity and logo. Phase Two Choose a certain artistic facility, a national monument or a human artistic creation (literature, paintings, sculptures, performing arts, music, film, photography, etc.) to focus your group research on. The chosen art should be relevant to the Egyptian context. In this project, you will be a marketing consultant that is hired to improve the chosen art/ art facility. Research the chosen matter. Identify, recognize and comprehend (1) the history of the subject; (2) the importance and vitality of the art; (3) its role, function and impact on society and human life; (4) and the “form” and “content” of the art. A couple of pages should be written in this part of the project. Subsequently, classify and state the company’s mission; define the objectives; and finally design and categorize the business portfolio. Phase Three In order to produce superior customer value and satisfaction, companies need information at almost every turn. Art facilities/ products begin with solid information on consumer needs and wants. Therefore, phase three requires the group to research and formulate the needs, wants and demands of the consumers/ visitors related to the subject matter. Phase Four Companies need an abundance of information on competitors, resellers and other forces in the market place. Therefore the next data needed is the detection of the micro and macro environment factors. The project should include the factors that affect the art/ art facility’s ability to serve its customers/visitors, the company, suppliers, marketing intermediaries, customer markets, competitors and publics. In addition, be aware of demographic, economic, natural, technological, political, and cultural forces. Phase Five Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strength (S), weakness (W), opportunities (O) and threats (T). Stregth include internal capabilities, resources, and positive situational factors that may help the company to serve its customers and achieve its objectives. Weakness include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. Finally threats are unfavorable external factors or trends that may present challenges to performance. Phase Six The next phase in this project focuses on developing the customer driven marketing strategy: Segmenting, Targeting and Positioning. Marketers know that they cannot appeal to all consumers / visitors in their markets or at least not to all of them in the same way. The consumers/ visitors are too numerous, too widely scattered and too varied in their needs and buying practices. Therefore, most art companies and facilities today practice target marketing- indentifying market segments, selecting one or more of them and developing products and marketing mixes tailored to each. Phase Seven Guided by the marketing strategy, design an integrated marketing mix made up of factors under your control: Product, Price, Place and Promotion (the four P’s). Be as detailed as possible in this part. Don’t be afraid to write and illustrate in depth. α Product (Customer Solution) - Mention in details the physical aspects of the art, the content and form of the art. Reveal the quality, design, features, name, service, etc. α Price (Customer Costs) - Mention the cost, discount, allowances, payment period, credit terms, etc. α Place (Convenience) - Mention the location coverage assortment, transportation, logistics, etc. α Promotion (Communication)- Advertising, Personal Selling, PR, etc Phase Eight It’s Time to shine in the Presentation!!!!!!!! Once the written report is done, it is time to plan how you and your group will present the final project. Be as creative and inspired as possible!!! Written Report Due: Week 13 Presentation Due: Week 14 Cover Page Outline AAST College of Management and Technology The Media Management Department Course: Marketing the Arts Lecturer: Miss. Eiman Negm December 2011 Topic: The Art or Art Facility Group Name Group Members Outline of the Table of Content (This is not a model that you should follow precisely) Table of Content 1. Introduction 2. The history of the subject 3. The importance and vitality of the art 4. The Art’s role, function and impact on society and human life 5. The “form” and “content” of the art 6. The company’s mission 7. The objectives 8. The business portfolio 9. Consumer Needs, Wants and Demands 10. Micro Environment 11. Macro Environment 12. SWOT Analysis 13. Customer driven marketing strategy - Segmenting - Targeting - Positioning 14. The Marketing Mix - Product - Price - Place - Promotion 15. Conclusion and Recommendation