Cultural marketing is, commonly, considered a process connected with promotion for sale of cultural goods or cultural services and a social and managerial procedure by which managers examine the audiences for their cultural goods and services. Therefore, cultural marketing is usually product oriented.
This course is designed to study the delimitation of cultural marketing from a universal and traditional marketing perspective, underlining specifics and special goals, along with observing particular challenges, cultural marketing now days has to face.
The structure of this course is organized into four modules; the first is based on theoretical history of traditional and cultural marketing; the second, focuses on the components of marketing mixt; the third is centred on the marketing plan and their features in museums, events as well as in performing arts; and the fourth focuses on four diverse case studies.
Level: Professional Development
Language of instruction: Catalan, English, Spanish