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
scheda docente
materiale didattico
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) Slides, readings, and all the materials accessible via 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.
Programma
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
Testi Adottati
For attending and non-attending students:1) Slides, readings, and all the materials accessible via 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.
Bibliografia Di Riferimento
Textbook, slides and: 1. Note on Market Research, Stanford University 2. Ducros, J. P., & Euzéby, F. (2020). Investigating consumer experience in hybrid museums: a netnographic study. Qualitative Market Research: An International Journal. 3. Edelman, D.C., & M. Abraham (2022), “Customer Experience in the Age of AI,” Harvard Business Review, March-April, 116-125. 4. He, Z., Wu, L., & Li, X. R. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127-139. 5. Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital transformation: An overview of the current state of the art of research. Sage Open, 11(3). 6. Lee, J. W., & Lee, S. H. (2019). User participation and valuation in digital art platforms: the case of Saatchi Art. European Journal of Marketing. 7. Lee, M., Ahn, J., Shin, M., Kwon, W., & Back, K. J. (2019). Integrating technology to service innovation: Key issues and future research directions in hospitality and tourism. Journal of Hospitality and Tourism Technology. 8. vom Lehn, D. (2010). Generating aesthetic experiences from ordinary activity: new technology and the museum experience. In Marketing the Arts (pp. 124-140). Routledge. 9. Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. 10. Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14 (3), 252-271.Modalità Erogazione
The course uses active teaching methods, as follows: • Traditional lessons • Case discussions • Testimonials • Visits to artistic and cultural institutions • Group project • AssignmentsModalità Frequenza
Attendance and active participation are strongly recommended.Modalità Valutazione
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 and oral exam: 100%.
scheda docente
materiale didattico
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) Slides, readings, and all the materials accessible via 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.
Programma
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
Testi Adottati
For attending and non-attending students:1) Slides, readings, and all the materials accessible via 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.
Bibliografia Di Riferimento
Textbook, slides and: 1. Note on Market Research, Stanford University 2. Ducros, J. P., & Euzéby, F. (2020). Investigating consumer experience in hybrid museums: a netnographic study. Qualitative Market Research: An International Journal. 3. Edelman, D.C., & M. Abraham (2022), “Customer Experience in the Age of AI,” Harvard Business Review, March-April, 116-125. 4. He, Z., Wu, L., & Li, X. R. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127-139. 5. Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital transformation: An overview of the current state of the art of research. Sage Open, 11(3). 6. Lee, J. W., & Lee, S. H. (2019). User participation and valuation in digital art platforms: the case of Saatchi Art. European Journal of Marketing. 7. Lee, M., Ahn, J., Shin, M., Kwon, W., & Back, K. J. (2019). Integrating technology to service innovation: Key issues and future research directions in hospitality and tourism. Journal of Hospitality and Tourism Technology. 8. vom Lehn, D. (2010). Generating aesthetic experiences from ordinary activity: new technology and the museum experience. In Marketing the Arts (pp. 124-140). Routledge. 9. Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. 10. Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14 (3), 252-271.Modalità Erogazione
The course uses active teaching methods, as follows: • Traditional lessons • Case discussions • Testimonials • Visits to artistic and cultural institutions • Group project • AssignmentsModalità Frequenza
Attendance and active participation are strongly recommended.Modalità Valutazione
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 and oral exam: 100%.
scheda docente
materiale didattico
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) Slides, readings, and all the materials accessible via 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.
Programma
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
Testi Adottati
For attending and non-attending students:1) Slides, readings, and all the materials accessible via 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.
Bibliografia Di Riferimento
Textbook, slides and: 1. Note on Market Research, Stanford University 2. Ducros, J. P., & Euzéby, F. (2020). Investigating consumer experience in hybrid museums: a netnographic study. Qualitative Market Research: An International Journal. 3. Edelman, D.C., & M. Abraham (2022), “Customer Experience in the Age of AI,” Harvard Business Review, March-April, 116-125. 4. He, Z., Wu, L., & Li, X. R. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127-139. 5. Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital transformation: An overview of the current state of the art of research. Sage Open, 11(3). 6. Lee, J. W., & Lee, S. H. (2019). User participation and valuation in digital art platforms: the case of Saatchi Art. European Journal of Marketing. 7. Lee, M., Ahn, J., Shin, M., Kwon, W., & Back, K. J. (2019). Integrating technology to service innovation: Key issues and future research directions in hospitality and tourism. Journal of Hospitality and Tourism Technology. 8. vom Lehn, D. (2010). Generating aesthetic experiences from ordinary activity: new technology and the museum experience. In Marketing the Arts (pp. 124-140). Routledge. 9. Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. 10. Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14 (3), 252-271.Modalità Erogazione
The course uses active teaching methods, as follows: • Traditional lessons • Case discussions • Testimonials • Visits to artistic and cultural institutions • Group project • AssignmentsModalità Frequenza
Attendance and active participation are strongly recommended.Modalità Valutazione
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 and oral exam: 100%.