Download Marketing the Arts

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