Discipline delle Arti Visive, della Musica e dello Spettacolo | CULTURAL MARKETING
Discipline delle Arti Visive, della Musica e dello Spettacolo CULTURAL MARKETING
cod. 4312400030
CULTURAL MARKETING
| 4312400030 | |
| DEPARTMENT OF CULTURAL HERITAGE | |
| EQF6 | |
| DISCIPLINES OF MUSIC, VISUAL, AND PERFORMING ARTS | |
| 2022/2023 |
| OBBLIGATORIO | |
| YEAR OF COURSE 3 | |
| YEAR OF DIDACTIC SYSTEM 2020 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 9 | 45 | LESSONS |
| Exam | Date | Session | |
|---|---|---|---|
| APPELLO MAGGIO | 29/05/2023 - 10:00 | SESSIONE ORDINARIA | |
| APPELLO GIUGNO | 13/06/2023 - 10:00 | SESSIONE ORDINARIA | |
| APPELLO LUGLIO | 05/07/2023 - 10:00 | SESSIONE ORDINARIA | |
| APPELLO SETTEMBRE | 14/09/2023 - 10:00 | SESSIONE DI RECUPERO | |
| APPELLO DICEMBRE | 14/12/2023 - 10:00 | SESSIONE DI RECUPERO |
| Objectives | |
|---|---|
| GENERAL LEARNING OUTCOMES: THE COURSE AIMS TO PROVIDE THE KNOWLEDGE BASES AND TOOLS FOR THE CORRECT USE OF THE MARKETING MANAGEMENT PROCESS, AT A STRATEGIC AND OPERATIONAL LEVEL, WITH PARTICULAR ATTENTION TO THE ANALYZES, EVALUATIONS AND DECISIONS IN THE ORGANIZATION AND PROMOTION OF CULTURAL EVENTS. KNOWLEDGE AND UNDERSTANDING: THE STUDENT WILL KNOW: - THE MEANING AND VALUE OF NOTIONS, PRINCIPLES, TECHNIQUES AND MARKETING TOOLS - THE STRATEGIC OPTIONS AND THE OPERATIONAL ACTIONS OF CULTURAL MARKETING - THE ORGANIZATIONAL DYNAMICS OF A CULTURAL EVENT APPLYING KNOWLEDGE AND UNDERSTANDING: THROUGH THE COURSE, THE STUDENT WILL BE ABLE TO: - CORRECTLY USE THE TOOLS OF RESEARCH, ANALYSIS, EVALUATION, DECISION AND CONTROL OF THE RESULTS IN THE FIELD OF CULTURAL MARKETING - DEVELOP CRITICAL ATTITUDES AND INDEPENDENT JUDGMENT, IN ORDER TO BE ABLE TO TAKE STRATEGIC CHOICES FOR THE PLANNING OF A CULTURAL EVENT - EXPRESS ADEQUATE PROBLEM SOLVING SKILLS FOR THE PROMOTION OF CULTURAL HERITAGE MAKING JUDGMENTS: THE STUDENT WILL ACQUIRE THE ABILITY TO APPLY THE THEORETICAL NOTIONS LEARNED TO PRACTICAL CASES IN THE PROFESSIONAL FIELD. COMMUNICATION SKILLS: THE STUDENT WILL BE ABLE TO COMMUNICATE IDEAS, PROBLEMS AND SOLUTIONS AIMED AT MAKING STRATEGIC AND PLANNING CHOICES, EXPRESSING THEM WITH SPECIFIC LANGUAGE PROPERTIES AND LEXICAL SKILLS, AND USING THE MOST APPROPRIATE REGISTER FOR EACH CIRCUMSTANCE. LEARNING SKILLS: THE STUDENT WILL BE ABLE TO INDEPENDENTLY IDENTIFY THE TOOLS USEFUL FOR INCREASING SKILLS IN RESEARCH, ANALYSIS, EVALUATION AND DECISION-MAKING. |
| Prerequisites | |
|---|---|
| None |
| Contents | |
|---|---|
| ASPECTS OF MARKETING MANAGEMENT -MANAGEMENT FUNCTIONS AND THE ROLE OF MARKETING IN CULTURAL INSTITUTIONS -MISSION AND VISION -MARKETING MANAGEMENT PROCESS (PHASES AND ACTIVITIES) -MARKET SEGMENTATION -TARGETING -ANALYSIS AND DECISIONS OF COMPETITIVE POSITIONING -RELATION BETWEEN STRATEGIC AND OPERATIONAL MARKETING -THE MARKETING MIX -COMMUNICATION-MIX (TECHNIQUES AND CHANNELS) IN CULTURAL MARKETING COMMUNICATION -ECONOMIC AND FINANCIAL ASPECTS OF CULTURAL ORGANIZATIONS CULTURAL EVENTS PLANNING -THE MANAGERIAL DIMENSION OF THE EVENT -THE STRATEGY OF THE EVENT -THE FEASIBILITY ANALYSIS OF THE EVENT -EVENT PLANNING -STRATEGIC MANAGEMENT OF THE PUBLIC -TARGETING AND POSITIONING OF THE EVENT -THE EVENT INTENDED AS AN OFFER SYSTEM -DESIGNING PUBLIC EXPERIENCE AND INVOLVEMENT -THE MARKETING PLAN OF THE EVENT |
| Teaching Methods | |
|---|---|
| THE COURSE IS ORGANIZED IN LECTURES, IN-CLASS EXERCISES AND CASE STUDIES FOR ENCOURAGING THE ENGAGEMENT AND THE PROPOSITIVE ABILITY OF THE STUDENTS. |
| Verification of learning | |
|---|---|
| TEST AND ORAL EXAM. THE EXAM WILL INCLUDE A DISCUSSION OF THE SUBJECTS COVERED BY THE EXAMINATION PROGRAM, AS WELL AS A VERIFICATION ALSO BY MEANS OF EXEMPLIFICATIONS OF THE LEVEL OF EXPERTISE IN THE USE AND EVALUATION OF THE TOOLS AND TECHNIQUES OF CULTURAL MARKETING. |
| Texts | |
|---|---|
| ARGANO, L., BOLLO, A., DALLA SEGA, P., "ORGANIZZARE EVENTI CULTURALI. IDEAZIONE, PROGETTAZIONE E GESTIONE STRATEGICA DEL PUBBLICO", FRANCO ANGELI, 2018 DIDACTIC MATERIAL PROVIDED BY THE TEACHER |
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