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Course Details

Course Number: 93-821

Arts Marketing and Public Relations

Units: 6

A study of marketing principles as they relate to building, maintaining and developing audiences for performing and visual arts organizations. In addition, the course will 1) present an overview of past and current arts marketing strategies, 2) dissect various marketing campaigns, and 3) introduce the students to practical arts marketing applications, including direct mail, public relations, telemarketing, point of purchase, group sales, media relations, and other successful marketing tools.

Learning objectives include:
- Define product management;
- Summarize the needs and requirements of product management;
- Describe the "4 pillars" of product management's roles and responsibilities across the product lifecycle, along with base responsibilities, regardless of lifecycle phase;
- Analyze how product management can be applied to products and services that are both external and internal to an organization;
- Describe how product management fits and interacts within organizations;
- Address common product management methods and tools, along with those specific to the four product life-cycle phases as follows:

Common Methods and Tools
- Identify common product management methods and tools
- Practice use of common product management methods and tools
Product Strategy
- Identify and analyze the stages and deliverables associated with development of a strategy
- Identify the components associated with a strategic proposal
- Develop a strategic proposal
Product Development
- Identify the stages and deliverables associated with product development
Product Marketing
- Identify the stages and deliverables associated with product marketing
- Identify the components associated with a product marketing plan
- Develop a product marketing plan.
- Identify the stages and deliverables associated with a product's end of life
- Describe challenges and issues associated with product management.

Learning sources:
- To learn product management roles, responsibilities and challenges, this course will leverage four primary sources:
- Class lecture and discussion;
- Case study analysis and discussion, using cases;
- Case scenarios (for mid-term and final assignments);
- Text material.

Syllabus

Faculty:
Brett Ashley Crawford