Marketing the Arts (AMGT90017)

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.