In examining arts marketing attention is drawn to arts consumption and consumers, with reference to (media, performing, and visual) arts organizations in the private (commercial), public, and voluntary (not-for-profit or third) sectors of the economy. So the public art museum and Jay-Z, for example, including any intersections. There are also disrupters like Netflix and Amazon Prime as content providers challenging established film studios and television networks.

The particularities of ‘marketing for the arts’ (such as audience development, corporate sponsorship, and philanthropy) are addressed alongside conventional marketing concerns like segmentation, targeting, and positioning (STP), branding, intermediation, and promotions. Specialist topics include relationships between corporations and the arts and financial investment vehicles in the arts (for theatre, film, and fine art). We also examine ‘the arts for marketing’ including the role of institutional critique by contemporary artists.

Formal knowledge of the arts is not required for this course.