Cultural Management IV (Marketing)
Code: 100664Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Musicology | OP | 3 |
| Musicology | OP | 4 |
Contact lecturer
- Name :
- Jaume Ayats Abeya
- Email :
- jaume.ayats@uab.cat
Group languages
You can consult this information at the end of the document.
Prerequisites
There are no prerequisites for this subject.
Objectives
"CULTURAL MANAGEMENT IV: MARKETING" is a subject of six credits that is part of the subject of Cultural Management.
At the end of the course, students will learn how contemporary theories of marketing are applied to the commercialization of art and cultural products (performing arts, audiovisuals, museums, publishing houses, ...).
They will also have developed the necessary skills to perform a commercial analysis and to make the commercial decisions appropriate to the case.
The students will develop oral competences, when defending their hypothesis in public, simulating in the most reliable way the professional environment.
The marketing and commercial plan will be used as an integrating model and as a didactic guide for the parties that make up the course.
(1) analyze the behavior of consumers of cultural products and their competence,
(2) identify the positioning of our product with respect to the competition as well as other variables that affect the consumption of our product,
(3) define the commercial strategy,
(4) decide which commercial instruments will be used as well as their financial implications, and
(5) organize and control commercial activity,
(6) measure the impacts achieved and review the commercial strategy.
Learning outcomes
- Solving problems autonomously.
- Carrying out a planning for the development of a subject-related work.
- Evaluate the consumption of music in contemporary society.
- Acquire skills for the organisation of working groups with adequate planning, division of tasks and methodological flexibility.
- Interpret the rules localized information on the websites of regulatory bodies on the Internet.
- Write critical papers on musicology that are planned and organised efficiently.
- Develop habits for transfer to the ambit of musical dissemination and information the musical training acquired.
- Integrate knowledge of the role of music in the market society in musical praxis.
- Integrate musical creation and praxis in the programming and marketing of musical activity.
- Develop organisational skills for transfer to the area of cultural and leisure management in musicology.
- Evaluate and develop musical events.
- Design and monitor musical events.
- Carry out all phases of anevents management project.
- Relate the role of music with other activities involved in the management of musical events.
Contents
Marketing and culture
1. The marketing and marketing of symbols that express culture.
2. The theory of 'Marketing Mix': traditional marketing and digital marketing.
3. Behavior of the consumer and of the market of the art and the culture.
The choice of value
4. The business strategy: Mission and Vision.
5. Positioning and Value Proposal (Unique Selling Point).
6. Target audience and market segmentation.
The creation of value
7. The cultural product.
8. Price and financing.
The delivery of the value
9. Distribution systems or accessibility to the cultural product.
The communication of value
10. The construction of a story of the cultural product: objective, strategies, messages, channels and actions.
11. Promotion of cultural production companies: advertising and publicity.
Organizational and strategic aspects
12. The business plan in companies oriented to the market of cultural production.
13. Analysis of the impacts of the commercial strategy and refocusing.
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Group work: Develop professional competencies and group work. | 20 | 0.8 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
| Individual tutorials and in group: Realization and oral presentation of a professional work done in a team. | 9 | 0.36 | |
| Attendance and participation in the discussion in class and in individual tutorials. | 6 | 0.24 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
| Bibliographic research: Develop the skills to identify and locate the information necessary to solve a problem. | 18 | 0.72 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
| Tutorials and seminars in small groups: problem solving, development of competences to argue and exchange information in an orderly manner. | 19 | 0.76 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
| Lectures and study: Development of the skills and abilities necessary to interpret the theoretical frameworks and apply them in the resolution of unstructured problems. | 42 | 1.68 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
| Working with large groups: Learning based on the exposition of the problem and theoretical approaches, cooperative work and the resolution of cases. | 36 | 1.44 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
The subject is face-to-face. In the classroom you will work as follows:1) The contents of the subject will be presented and students will discuss their application to commercialize their cultural expressions in order to carry out their marketing and commercial plan.2) Mini cases will be analyzed in order to know both the particularities of the application of knowledge to specific cases and the current relevance of the knowledge studied.3) Innovative learning dynamics will be proposed, based on the presentation in public, in the joint analysis of commercial cases, co-creation and participation.Personal work:1) Commented resolution of minicass or assigned assignments, of which at least two will be part of the continuous evaluation.2) The course work will be done throughout the semester and will be exposed during the last two weeks of the coursePersonal Tutoring:1) During the tutorial hours and through the virtual campus you can resolve questions about the content or receive advice on subjects related to the subject.2) The hours of face-to-face tutorials will be compulsory, establishing a series of turns on the calendar among the groups of students, to improve student follow-up, clarify concepts and resolve doubts.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Evaluation of a minimum of two cases or short works carried out during the course. The works must be submitted within the established period; Out-of-term work will not be accepted. The average of all evaluation work will be calculated. | 40% | 0 | 0 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
| Preparation and presentation of the course work. The work must be presented 2 weeks before the end of the course. | 40% | 0 | 0 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
| Attendance and participation in the discussion in class and in individual tutorials. | 20% | 0 | 0 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14 |
Continuous assessment:1) Evaluation of at least two mini-jobs or short jobs. This must be submitted within the deadline, after the deadline works will not be accepted. (40%)2) Attendance and participation in the class discussion and individual tutoring. (20%)3) Preparation and presentation of the course work. The work must be submitted within the deadline. (40%)Re-evaluation:1) Global exam (100%)Not evaluable:1) The student who has not submitted at least two mini-studies or short assignments or has not prepared and exposed the course work will be considered non-evaluable.Review of the works:1) Short work: one week after submitting the work, the evaluated work will be returned. During the following week the students will be able to review it during the tutoring hours.2) Long work: after presenting the work orally, the student will have a week to discuss it with the teacher.
For this course, the use of Artificial Intelligence (AI) technologies is permitted exclusively for support tasks, such as bibliographic or information searches, text correction, or translations. Students must clearly identify which sections were generated with this technology, specify the tools used, and include a critical reflection on how they influenced the process and final results of this activity. Lack of transparency in the use of AI in an assessable activity will be considered a breach of academic honesty, which may result in a partial or total penalty in the activity grade, or greater sanctions.
Those who have not taken any of the two theoretical tests will be considered \"not assessed\".
In the event of a student committing any irregularity that may lead to a significant variation in the grade awarded to an assessment activity, the student will be given a zero for this activity, regardless of any disciplinary process that may take place. In the event of several irregularities in assessment activities of the same subject, the student will be given a zero as the final grade for this subject.
Erasmus and exchange students who request to advance an exam must present a document from their home university justifying their request.
Marks revision in the professor bureau in the scheduled date.
Bibliography
Basic bibliography:
Leal Jiménes, Antionio y M.J. Quero Gervilla (2011) Manual de marketing y comunicación cultural. Servicio de Publicaciones, Universidad de Cadiz.
Kotler, P. i J. Scheff, J. López, C. Martín, L. Piñeiro (2005), Marketing de las artes escénicas. Madrid: Fundación autor/SGAE.
Extended bibliography:
Generalitat de Catalunya (2002), El llibre blanc de les indústries culturals. Barcelona.
Martínez Polo, J.M., Martínez Sánchez, J. i Parra, Concepción M. (2015). Marketing digital. Guía básica para digitalizar tu empresa. Barcelona: UOC.
Kotler, Philip (2018). Marketing 4.0: transforma tu estrategia para atraer al consumidor digital. Madrid: LID Editorial Empresarial, SL.
Vogel, H. L. (1986), La industria de la cultura y el ocio. Madrid: SGAE-Fundación Autor.
Software
Not specific programm is planned.
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE