Applied Studies in Arts Marketing
133-363
100-363
Class time: Monday/Wednesday
Place: CA 11
Instructor:
Office: CA 2036
Phone: 262/472-5564
Mailbox: Theater/Dance office
E-mail: matthewm@uww.edu
Office Hours: Available by appointment
Course Co-requisite: 260-311, Principles of Marketing
Required
texts: Standing
Room Only, Kotler and Scheff
This course will use
the Desire To Learn (D2L)
program, which can be accessed by visiting https://uww.courses.wisconsin.edu/
or by selecting the D2L tab on the left side of the UWW Home page.
Course
objectives: This
course will study of the duties and skills of marketing managers of both
commercial and non-profit arts-related businesses, as well as the individual
artist in the marketplace. Topics
include marketing research, planning a marketing budget, promotions, media
relations, advertising, corporate and media sponsorship, and audience
development.
The University of Wisconsin-Whitewater is dedicated to a safe, supportive and non-discriminatory learning environment. It is the responsibility of all undergraduate and graduate students to familiarize themselves with University policies regarding Special Accommodations, Misconduct, Religious Beliefs Accommodation, Discrimination and Absence for University Sponsored Events. (For details please refer to the Undergraduate and Graduate Timetables; the ‘Rights and Responsibilities” section of the Undergraduate Bulletin; the Academic Requirements and Policies and the Facilities and Services sections of the Graudate Bulletin; and the “Student Academic Disciplinary Procedures” [UWS Chapter 14]; and the “Student Nonacademic Disciplinary Procedures” [UWS Chapter 17]).
Separate projects
are part of cumulative final project, which will be presented at the end of the
semester. Each will get graded
separately, and be included in final grade.
|
Assignment |
Points,
% of grade |
|
Environment analysis |
15 points |
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VALS research, census research |
15 points |
|
Produce one of the following: · Press
Release, :30 PSA, Fact sheet about event/org/artist (all three due) · Newspaper
Ad layout, or TV/Radio spot ·
Mock up of brochure for event/org/artist |
15 points |
|
Marketing plan budget |
15 points |
|
Written marketing plan |
15 points |
|
Presentation of marketing plan |
15 points |
|
Class participation |
10 points |
|
Total: |
100 points |
Included
in grading:
Class participation, timeliness,
completeness, presentation of projects. Grade will be affected if assignment is
handed in late. Marketing plan will be
for a theatre production, a presented season, a special event, or a gallery exhibition. Peer evaluations are part of the final grade.
Attendance
policy:
Attendance is necessary and mandatory. A
student’s final grade will be lowered one letter grade for every three
unexcused absences.
Grading
policy:
100—92% A
91—83% B
82—70% C
69—60% D
<60% F
Schedule
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Week |
Subject/Readings |
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Week 1 |
Intro to class/career plan |
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Understanding the Audience |
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Week 2 |
P 12-24 |
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Chapter 2, Marketing mind-set |
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Week 3 |
Chapter 4, Understanding the audience ( |
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Planning your Marketing Strategy |
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Week 4 |
Strategic market planning |
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Chapter 5, Market segments |
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Week 5 |
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Chapter 6, Market
Research Environmental
Analysis due |
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Week 6 |
TBA |
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Week 7 |
Market Research |
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Research assignment due |
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The Four P’s of Marketing |
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Week 8 |
Chapter 8 and 11,
Product |
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Week 9 |
Chapter 9, Price |
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Week 10 |
Place |
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Week 11 |
Chapter 12 and 13, Promotion |
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Week 12 |
Chapter 14, Direct Marketing and Database
Marketing Chapter 15, Public Relations |
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PR piece due |
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THANKSGIVING BREAK |
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Other Marketing Issues |
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Week 13 |
Using Technology
to Market the Arts |
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Week 14 |
Chapter 17, Budgets |
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Marketing plan budget due |
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Week 15 |
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Development and
Marketing Written marketing plan due |
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Week 16 |
1-3 Presentations |
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