21210009 - LABORATORIO DI MARKETING CULTURALE

The course Cultural Marketing Lab aims to teach students marketing policies of artistic and cultural institutions. Through direct contact with realities of artistic and cultural sectors and industries, students will learn the tools available in these fields, and will learn to use the principles of marketing to improve the market performances.
At the end of the course students will:
1) share the language of a marketing director of artistic and cultural institutions;
2) learn a working method to solve the classic problems of strategic and operational marketing of artistic and cultural institutions;
3) develop the typical skills of problem solving, team work and public presentations.

ADDIS MICHELA

teacher profile | teaching materials

Mutuazione: 21210009 LABORATORIO DI MARKETING CULTURALE in Economia L-33 ADDIS MICHELA

Programme

The marketing concept in cultural industries
The exchange markets
Product orientation vs. market orientation
Performances in cultural markets
Consumer behavior: from utility to experience
The aesthetic experience
Brand equity: definition, components, and drivers
Managing cultural products: product, communication, distribution and pricing
Customer relationships: building the CRM

Core Documentation

For attending and non-attending students:
1) Slides and all the materials shared and accessible on the Moodle platform (Department of Economics)
2) Addis M., Rurale A. (Eds.) (2020), Managing the Cultural Businesses: Avoiding Mistakes, Finding Success, Routledge.

During the course, additional readings will be indicated. They will be available on the course platform, freely on the websites, or at the University Library System.

Type of delivery of the course

The course uses active teaching methods, as follows: • Traditional lessons • Case discussions • Testimonials • Visits to artistic and cultural institutions • Group project • Assignments

Attendance

Attendance and active participation are strongly recommended.

Type of evaluation

Each student decides freely whether to take the exam in (a) modalities for attending classes or (b) in non-attending classes. (a) The method for attending students includes: - Development (up to its completion) of the field project: 50% - Written exam: 40% - Evaluation of the student's contribution given by peers: 10% The attending mode is reserved for those who: - Participate in at least 80% of lessons that include testimonies, company visits, student presentations, or discussions; - Perform the field project and assignments All students who do not satisfy even a single one of the above criteria can take the exam only in non-attending mode. (b) The method for non-attending students includes: • Written exam: 100%.

ADDIS MICHELA

teacher profile | teaching materials

Mutuazione: 21210009 LABORATORIO DI MARKETING CULTURALE in Economia L-33 ADDIS MICHELA

Programme

The marketing concept in cultural industries
The exchange markets
Product orientation vs. market orientation
Performances in cultural markets
Consumer behavior: from utility to experience
The aesthetic experience
Brand equity: definition, components, and drivers
Managing cultural products: product, communication, distribution and pricing
Customer relationships: building the CRM

Core Documentation

For attending and non-attending students:
1) Slides and all the materials shared and accessible on the Moodle platform (Department of Economics)
2) Addis M., Rurale A. (Eds.) (2020), Managing the Cultural Businesses: Avoiding Mistakes, Finding Success, Routledge.

During the course, additional readings will be indicated. They will be available on the course platform, freely on the websites, or at the University Library System.

Type of delivery of the course

The course uses active teaching methods, as follows: • Traditional lessons • Case discussions • Testimonials • Visits to artistic and cultural institutions • Group project • Assignments

Attendance

Attendance and active participation are strongly recommended.

Type of evaluation

Each student decides freely whether to take the exam in (a) modalities for attending classes or (b) in non-attending classes. (a) The method for attending students includes: - Development (up to its completion) of the field project: 50% - Written exam: 40% - Evaluation of the student's contribution given by peers: 10% The attending mode is reserved for those who: - Participate in at least 80% of lessons that include testimonies, company visits, student presentations, or discussions; - Perform the field project and assignments All students who do not satisfy even a single one of the above criteria can take the exam only in non-attending mode. (b) The method for non-attending students includes: • Written exam: 100%.