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Marketing the Arts (AMGT90017)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
Contact information
Semester 1
Overview
Availability | Semester 1 |
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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
- 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
- Be able to demonstrate leadership and teamwork.
Last updated: 31 January 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
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: 1. Attendance hurdle requirement: This subject has a minimum requirement of 80% attendance at tutorials, seminars, or workshops. There is an expectation that students attend lectures where offered. | Throughout the teaching period | N/A |
Hurdle requirement: 2. Late Penalty and Assessment hurdle requirement: Assessment submitted late without an approved extension will be penalised at five per cent (5%) of the possible marks available for the assessment task per day or part thereof. All pieces of assessment must be submitted to pass the subject. Each submitted assessment must be complete, constitute a genuine attempt to address the requirements of the task and will not be accepted after 20 University business days from the original assessment due date without written approval. | Throughout the semester | N/A |
Last updated: 31 January 2024
Dates & times
- Semester 1
Coordinator Bianca Cruz de Araujo Mode of delivery On Campus (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 26 February 2024 to 26 May 2024 Last self-enrol date 8 March 2024 Census date 3 April 2024 Last date to withdraw without fail 3 May 2024 Assessment period ends 21 June 2024 Semester 1 contact information
Time commitment details
170 hours
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 31 January 2024
Further information
- Texts
Prescribed texts
A subject reader will be available.
- 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