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Marketing the Arts (AMGT90017)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
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About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Overview
Availability | Semester 1 - Dual-Delivery |
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Fees | Look up fees |
This subject investigates the diversity of marketing forms, practices and strategies used across the breadth of arts organisations. Students will explore a range of influential marketing concepts, investigating the evolution from traditional forms of engagement to contemporary innovations in this area. Seminars will explore the interrelationship between communication theory and practice, identifying pivotal issues and influential concepts in arts marketing. Topics include strategic marketing planning, branding, pricing and communications. Students will engage in an advanced study of scholarly approaches and contemporary debates in the field as well as applying marketing tools and techniques.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- differentiate marketing practices in a range of arts industry contexts;
- investigate the effectiveness of different marketing tools and strategies;
- critique the influence of socio-economic and cultural trends on marketing strategies;
- judge specific marketing theory and models and argue whether they are relevant to arts and cultural activity; and
- formulate an integrated marketing plan.
Generic skills
At the completion of this subject, students should gain the following generic skills:
- be able to demonstrate advanced communication skills and ability to work successfully with peers;
- be able to access a broad range of resource material and appropriate professional and governmental agencies;
- be able to demonstrate creative thinking;
- be able to conceptualise and design projects; and
- be able to demonstrate leadership and teamwork.
Last updated: 31 January 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
760-550 Audiences and the Arts II
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 31 January 2024
Assessment
Description | Timing | Percentage |
---|---|---|
A branding report
| Mid semester | 40% |
A marketing plan for an arts event/activity
| During the examination period | 60% |
Hurdle requirement: Students are required to attend a minimum of 80% of classes in order to pass this subject and regular class participation is expected. | Throughout the teaching period | N/A |
Last updated: 31 January 2024
Dates & times
- Semester 1
Coordinator Ann Tonks Mode of delivery Dual-Delivery (Parkville) Contact hours Total 36 hours: 12 x 2 hour lecture and 1 hour tutorial per week, throughout semester. Total time commitment 170 hours Teaching period 28 February 2022 to 29 May 2022 Last self-enrol date 11 March 2022 Census date 31 March 2022 Last date to withdraw without fail 6 May 2022 Assessment period ends 24 June 2022 Semester 1 contact information
Time commitment details
170 hours
Last updated: 31 January 2024
Further information
- Texts
Prescribed texts
A subject reader will be available.
- Subject notes
- Admission into the Master of Arts & Cultural Management, Master of Arts & Cultural Management (Moving Image), Master of Art Curatorship, or Master of Cinema Management is required to take this subject.
- This subject was formerly 760-550 Audiences and the Arts II. Students who have completed 760-550 Audiences and the Arts II are not permitted to enrol in this subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Urban and Cultural Heritage - Links to additional information
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Additional information for this subject
Subject coordinator approval required
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 31 January 2024