Overall objectives:

1 - The aim of this course is to introduce the main concepts of marketing , with particular emphasis on Cultural Marketing. It is intended that the students become able to develop strategies oriented to the customer; conceive and understand the implementation of marketing programs, activities that identify and respond to the interdependencies of the current marketing environment; understand the theories of the buying behavior of consumers; know the key principles of market segmentation and how to achieve the target markets; identify the positioning of goods in those markets ; be able to evaluate the elements of the marketing mix and realize the influence and importance of the brand in marketing management. Students will develop some of the key analytical skills, planning , and implementation of the necessary tools to solve with relevance and effectiveness problems related to the program content .

Syllabus:

1 - The concept of marketing and cultural organizations
1.1 - Definition and evolution
1.2 - Marketing for cultural organizations
2 - Surroundings Analysis
2.1 - Analysis of microenvironment
2.2 - Macro environment analysis
2.2.1 - Economic and cultural context
3 - The buying behavior
3.1 - Consumer behavior model
3.2 - The buying decision process
4 - Strategy and Market
4.1 - Strategy and planning
4.2 - The segmentation process
4.3 - Target Market
5 - Marketing Mix for cultural organizations
5.1 - Product
5.2 - Price
5.3 - Place
5.4 - Promotion
6 - Evolution and contextualization of the Brand Marketing (branding)
6.1 - Relevance of brands (brands as active)
6.2 - Brand culture (branding culture)
6.3 - Brand identity
6.4 - Interactions of brand with culture
6.5 - Brand value for consumers

Literature/Sources:

Fisk; Grove; John , 2014 , Services Marketing, International Edition, 4th Edition , Cengage Learning
Kotler, P. & Armstrong, G. , 2018 , Principles of Marketing, Global Edition, 17/E , Pearson Education
Preston, C. A , 2012 , .Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions,2nd Edition. , John Wiley & Sons
Rentschler, R., & Hede, A , 2011 , Museum Marketing: Competing in the Global Marketplace. , Taylor & Francis Group;
Holt, D. , 2004 , How Brands Become Icons: Principles of Cultural Branding. , Harvard Business School PublishingCorporation.
Kerrigan, F.; Fraser, P. & Ozbilgin, M. , 2004 , Arts Marketing. , Taylor & Francis
Kolb, B , 2016 , Marketing Strategy for the Creative and Cultural Industries. , Taylor & Francis Group;
Kotler, P. & Armstrong, G., , 2015 , Principles of Marketing, Global Edition, 16/E , Pearson Education
O'Reilly, D. & Kerrigan, F , 2010 , Marketing the Arts. , Taylor & Francis.
Wilson, A.; Zeithaml, V.; Bitner, M.; Gremler, D. , 2012 , Services Marketing: Integrating CustomerFocus Across TheFirm, 2nd Edition. , McGraw-Hill Education (UK) Ltd.

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
Students are guided and encouraged to relate the course content covered in lectures ( where ispresented and discussed the theoretical principles of the program) and in theoretical-practicalclasses(where cases and issues are approached and students have the opportunity to use the concepts, ideas and strategies presented in class). The evaluation consists of four elements: two written tests (35% +15%) and two individual practical works (35% + 15%), both with minimum score of 8.00