Learning objectives
<p>The demand for artistic and cultural products is expanding, touching wider and wider segments of the population. The economic implications of artistic activities are therefore also increasing in importance: They can condition tourism, revitalise urban areas and create new job opportunities. The new technologies are also investing in this sector, revolutionising more traditional production, distribution and communication methods. <br />
The aim of the course is to describe how Italian cultural organisations can respond to the new international competitive pressure and use marketing variables to catch the attention of the consumer and attract resources. <br />
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Prerequisites
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Course unit content
The artistic heritage supply system <br />
Cultural companies and marketing <br />
Products of the cultural industry <br />
The cultural industry market <br />
The demand structure of cultural products <br />
Market segmentation of artistic and cultural goods <br />
Positioning of artistic and cultural goods <br />
The price variable <br />
Distribution of artistic and cultural goods <br />
Communication and sponsoring of artistic and cultural activities <br />
Information systems and market research for cultural organisation <br />
Planning and control of cultural organisation marketing <br />
Full programme
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Bibliography
Kotler Neil, Kotler Philip, Marketing dei musei, Obiettivi, traguardi, risorse. Torino, Einaudi editore, 2004.
Teaching methods
The course is delivered through oral lessons and the presentation of case studies.
Assessment methods and criteria
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Other information
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