Learning objectives
<p>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
Cultural companies and marketing <br />
Products of the cultural industry <br />
The cultural industry market <br />
The demand 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<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
<p> Francois Colbert, Marketing delle arti e della cultura, Etas, Milano, 2009.</p>
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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