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.
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.
Curriculum
teacher profile teaching materials
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
1) The readings indicated in the list (*)
2) The notes
3) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
For non-attending students:
1) The readings indicated in the list (*)
2) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
3) Troilo G. (2014), Marketing in the creative sectors, Pearson.
(*) List of mandatory readings for all students (attending or not):
• Butler, P. (2000), "By Popular Demand: Marketing the Arts," Joumal of Marketing Management, 2000.16, 343-364. Available in SBA.
• Venkatesh, A., & Meamber, L. A. (2006). Arts and aesthetics: Marketing and cultural production. Marketing Theory, 6 (1), 11-39. Available on: https://merage.uci.edu/Resources/Documents/[0]2006ArtsAes2006.pdf
• Fillis, I. (2006). Art for art's sake or art for business sake: an exploration of artistic product orientation. The Marketing Review, 6 (1), 29-40. Available in SBA.
• Norton, D. W., & Pine, B. J. (2013). Using the customer journey to road test and refine the business model. Strategy & Leadership, 41 (2), 12-17. Available on: https://www.researchgate.net/profile/B_Pine_Ii/publication/263753152_Using_the_customer_journey_to_road_test_and_refine_the_business_model/links/55b2936708ae092e9650a5aa.pdf
• Richardson, A. (2010). Using customer journey to improve customer experience. Harvard Business Review, 15 (1). Available on: http://www.iimagineservicedesign.com/wp-content/uploads/2015/07/Experience-Maps-Using-Customer-Journey-Maps-to-Improve-Customer-Experience.pdf
• Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45 (3), 377-401. Available in SBA.
• Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. Available on: http://phavi.umcs.pl/at/attachments/2017/0321/083210-2016-customer-journej-verhoef.pdf
Mutuazione: 21210009 LABORATORIO DI MARKETING CULTURALE in Economia L-33 ADDIS MICHELA
Programme
The marketing concept in cultural industriesThe 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 students:1) The readings indicated in the list (*)
2) The notes
3) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
For non-attending students:
1) The readings indicated in the list (*)
2) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
3) Troilo G. (2014), Marketing in the creative sectors, Pearson.
(*) List of mandatory readings for all students (attending or not):
• Butler, P. (2000), "By Popular Demand: Marketing the Arts," Joumal of Marketing Management, 2000.16, 343-364. Available in SBA.
• Venkatesh, A., & Meamber, L. A. (2006). Arts and aesthetics: Marketing and cultural production. Marketing Theory, 6 (1), 11-39. Available on: https://merage.uci.edu/Resources/Documents/[0]2006ArtsAes2006.pdf
• Fillis, I. (2006). Art for art's sake or art for business sake: an exploration of artistic product orientation. The Marketing Review, 6 (1), 29-40. Available in SBA.
• Norton, D. W., & Pine, B. J. (2013). Using the customer journey to road test and refine the business model. Strategy & Leadership, 41 (2), 12-17. Available on: https://www.researchgate.net/profile/B_Pine_Ii/publication/263753152_Using_the_customer_journey_to_road_test_and_refine_the_business_model/links/55b2936708ae092e9650a5aa.pdf
• Richardson, A. (2010). Using customer journey to improve customer experience. Harvard Business Review, 15 (1). Available on: http://www.iimagineservicedesign.com/wp-content/uploads/2015/07/Experience-Maps-Using-Customer-Journey-Maps-to-Improve-Customer-Experience.pdf
• Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45 (3), 377-401. Available in SBA.
• Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. Available on: http://phavi.umcs.pl/at/attachments/2017/0321/083210-2016-customer-journej-verhoef.pdf
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 • AssignmentsAttendance
Attendance and active participation are strongly recommended.Type of evaluation
The autumn session of September 2020 will return to attendance: the exam will take place as it used to be, and therefore as described below. 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%. teacher profile teaching materials
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
1) The readings indicated in the list (*)
2) The notes
3) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
For non-attending students:
1) The readings indicated in the list (*)
2) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
3) Troilo G. (2014), Marketing in the creative sectors, Pearson.
(*) List of mandatory readings for all students (attending or not):
• Butler, P. (2000), "By Popular Demand: Marketing the Arts," Joumal of Marketing Management, 2000.16, 343-364. Available in SBA.
• Venkatesh, A., & Meamber, L. A. (2006). Arts and aesthetics: Marketing and cultural production. Marketing Theory, 6 (1), 11-39. Available on: https://merage.uci.edu/Resources/Documents/[0]2006ArtsAes2006.pdf
• Fillis, I. (2006). Art for art's sake or art for business sake: an exploration of artistic product orientation. The Marketing Review, 6 (1), 29-40. Available in SBA.
• Norton, D. W., & Pine, B. J. (2013). Using the customer journey to road test and refine the business model. Strategy & Leadership, 41 (2), 12-17. Available on: https://www.researchgate.net/profile/B_Pine_Ii/publication/263753152_Using_the_customer_journey_to_road_test_and_refine_the_business_model/links/55b2936708ae092e9650a5aa.pdf
• Richardson, A. (2010). Using customer journey to improve customer experience. Harvard Business Review, 15 (1). Available on: http://www.iimagineservicedesign.com/wp-content/uploads/2015/07/Experience-Maps-Using-Customer-Journey-Maps-to-Improve-Customer-Experience.pdf
• Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45 (3), 377-401. Available in SBA.
• Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. Available on: http://phavi.umcs.pl/at/attachments/2017/0321/083210-2016-customer-journej-verhoef.pdf
Mutuazione: 21210009 LABORATORIO DI MARKETING CULTURALE in Economia L-33 ADDIS MICHELA
Programme
The marketing concept in cultural industriesThe 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 students:1) The readings indicated in the list (*)
2) The notes
3) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
For non-attending students:
1) The readings indicated in the list (*)
2) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
3) Troilo G. (2014), Marketing in the creative sectors, Pearson.
(*) List of mandatory readings for all students (attending or not):
• Butler, P. (2000), "By Popular Demand: Marketing the Arts," Joumal of Marketing Management, 2000.16, 343-364. Available in SBA.
• Venkatesh, A., & Meamber, L. A. (2006). Arts and aesthetics: Marketing and cultural production. Marketing Theory, 6 (1), 11-39. Available on: https://merage.uci.edu/Resources/Documents/[0]2006ArtsAes2006.pdf
• Fillis, I. (2006). Art for art's sake or art for business sake: an exploration of artistic product orientation. The Marketing Review, 6 (1), 29-40. Available in SBA.
• Norton, D. W., & Pine, B. J. (2013). Using the customer journey to road test and refine the business model. Strategy & Leadership, 41 (2), 12-17. Available on: https://www.researchgate.net/profile/B_Pine_Ii/publication/263753152_Using_the_customer_journey_to_road_test_and_refine_the_business_model/links/55b2936708ae092e9650a5aa.pdf
• Richardson, A. (2010). Using customer journey to improve customer experience. Harvard Business Review, 15 (1). Available on: http://www.iimagineservicedesign.com/wp-content/uploads/2015/07/Experience-Maps-Using-Customer-Journey-Maps-to-Improve-Customer-Experience.pdf
• Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45 (3), 377-401. Available in SBA.
• Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. Available on: http://phavi.umcs.pl/at/attachments/2017/0321/083210-2016-customer-journej-verhoef.pdf
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 • AssignmentsAttendance
Attendance and active participation are strongly recommended.Type of evaluation
The autumn session of September 2020 will return to attendance: the exam will take place as it used to be, and therefore as described below. 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%. teacher profile teaching materials
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
1) The readings indicated in the list (*)
2) The notes
3) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
For non-attending students:
1) The readings indicated in the list (*)
2) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
3) Troilo G. (2014), Marketing in the creative sectors, Pearson.
(*) List of mandatory readings for all students (attending or not):
• Butler, P. (2000), "By Popular Demand: Marketing the Arts," Joumal of Marketing Management, 2000.16, 343-364. Available in SBA.
• Venkatesh, A., & Meamber, L. A. (2006). Arts and aesthetics: Marketing and cultural production. Marketing Theory, 6 (1), 11-39. Available on: https://merage.uci.edu/Resources/Documents/[0]2006ArtsAes2006.pdf
• Fillis, I. (2006). Art for art's sake or art for business sake: an exploration of artistic product orientation. The Marketing Review, 6 (1), 29-40. Available in SBA.
• Norton, D. W., & Pine, B. J. (2013). Using the customer journey to road test and refine the business model. Strategy & Leadership, 41 (2), 12-17. Available on: https://www.researchgate.net/profile/B_Pine_Ii/publication/263753152_Using_the_customer_journey_to_road_test_and_refine_the_business_model/links/55b2936708ae092e9650a5aa.pdf
• Richardson, A. (2010). Using customer journey to improve customer experience. Harvard Business Review, 15 (1). Available on: http://www.iimagineservicedesign.com/wp-content/uploads/2015/07/Experience-Maps-Using-Customer-Journey-Maps-to-Improve-Customer-Experience.pdf
• Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45 (3), 377-401. Available in SBA.
• Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. Available on: http://phavi.umcs.pl/at/attachments/2017/0321/083210-2016-customer-journej-verhoef.pdf
Programme
The marketing concept in cultural industriesThe 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 students:1) The readings indicated in the list (*)
2) The notes
3) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
For non-attending students:
1) The readings indicated in the list (*)
2) The slides and all the materials shared and accessible on https://uniroma3-my.sharepoint.com/:f:/g/personal/maddis_os_uniroma3_it/EtmQELjsp-JGqdTdLNXk72ABs8_10LzFaDRJGwbATrm_2A?e=PTHg2F
3) Troilo G. (2014), Marketing in the creative sectors, Pearson.
(*) List of mandatory readings for all students (attending or not):
• Butler, P. (2000), "By Popular Demand: Marketing the Arts," Joumal of Marketing Management, 2000.16, 343-364. Available in SBA.
• Venkatesh, A., & Meamber, L. A. (2006). Arts and aesthetics: Marketing and cultural production. Marketing Theory, 6 (1), 11-39. Available on: https://merage.uci.edu/Resources/Documents/[0]2006ArtsAes2006.pdf
• Fillis, I. (2006). Art for art's sake or art for business sake: an exploration of artistic product orientation. The Marketing Review, 6 (1), 29-40. Available in SBA.
• Norton, D. W., & Pine, B. J. (2013). Using the customer journey to road test and refine the business model. Strategy & Leadership, 41 (2), 12-17. Available on: https://www.researchgate.net/profile/B_Pine_Ii/publication/263753152_Using_the_customer_journey_to_road_test_and_refine_the_business_model/links/55b2936708ae092e9650a5aa.pdf
• Richardson, A. (2010). Using customer journey to improve customer experience. Harvard Business Review, 15 (1). Available on: http://www.iimagineservicedesign.com/wp-content/uploads/2015/07/Experience-Maps-Using-Customer-Journey-Maps-to-Improve-Customer-Experience.pdf
• Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45 (3), 377-401. Available in SBA.
• Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. Available on: http://phavi.umcs.pl/at/attachments/2017/0321/083210-2016-customer-journej-verhoef.pdf
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 • AssignmentsAttendance
Attendance and active participation are strongly recommended.Type of evaluation
The autumn session of September 2020 will return to attendance: the exam will take place as it used to be, and therefore as described below. 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%.