Applied Studies in Arts Marketing Online
133-363 100-363
Instructor:
Megan Matthews
Office:
CA 2036
Phone:
262/472-5564
Mailbox:
Theater/Dance office
E-mail:
matthewm@uww.edu
Office Hours:
Available by appointment, will respond to
email w/in 24 hours
Course Co-requisite: 260-311, Principles of Marketing
Required texts: Standing Room Only, Kotler and Scheff; Successful Fundraising for Arts and Cultural Organizations, Hopkins and Friedman
Course parameters: Course work will be assessed Monday through Sunday. Work must be handed in Sunday by 5:00 p.m. to be on time. · Plan to spend approximately four hours/week reading, responding and doing assignments (two credit course: two hours/credit).
This course will use the Desire2Learn program, which can be accessed by looking under the E-learning section of the UW-W 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.
Weekly assignments will be posted in Desire2Learn. Some of the weekly assignments will be part of a cumulative final project that replaces a final exam; others will be stand alone assignments.
Weekly discussion
board responses (questions will be posted on Desire2Learn):
Students will take turns serving
as the discussion board facilitator for these weekly discussion forums. This
will mean you are responsible for setting out issues and questions regarding the
readings for the rest of the class. (The order of facilitation will be
alphabetical by last name. See guidance under D2L Course Content for information
about leading a Discussion Board.) Other class members will be responsible to
read postings by facilitators and contribute to the conversation by posting
questions or comments.
Students must post at least one
thoughtful discussion response by Wednesday by 5:00 for full participation
credit that week. If there is no response that week, it will be counted against
the participation grade. The discussion boards will remain up for the whole
semester, and you are encouraged to return to previous topics to raise new
issues and make reference to new information as the course unfolds. Additional
responses will boost participation grade. A high quality response contains
information from the textbook or other valid source, applies a concept from the
text in a meaningful way, and demonstrates understanding of the course
material.
|
Assignment |
Points |
|
Environment analysis |
15 points |
|
VALS research, census research |
15 points |
Produce one of the following: · Press Release, :30 PSA, Fact sheet (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 |
|
Completed written marketing plan |
15 points |
|
Other weekly assignments |
100 points (10 points each, 10 assignments) |
|
Discussion Board participation |
14 points |
|
Total: |
189 points |
| Grading Policy |
| 100-92% A |
| 91-83% B |
| 82-70% C |
| 69-60% D |
| 59-0% F |
Included in grading:
Class participation, timeliness, completeness, presentation of projects. Grade will be affected if assignment is handed in late. Marketing plan may be for a cultural organization, event or individual artist.
Schedule
|
Week |
|
Readings from Books |
Subject |
|
Week 1 |
|
Intro to class |
|
|
Week 2 |
|
P 12-24 ,Chapter 2 |
The Marketing Mind Set |
|
Week 3 |
|
Chapter 4 |
Understanding the Performing Arts Audience |
|
Week 4 |
|
Chapter 5 |
Identifying Market Segments, Selecting Target Markets, and Positioning the Offer |
|
Week 5 |
|
Chapter 6 |
Determining Market Size and Desires: Market Research |
|
Week 6 |
|
Chapters 8, 11 |
Defining and Positioning the Product Offering Building Audience Frequency and Loyalty |
|
Week 7 |
|
Chapter 9 |
Pricing the Performances for Cost and Value |
|
Week 8 |
|
|
Part of the Marketing Mix: Place |
|
Week 9 |
|
Chapters 12, 13 |
Forming the Communication Strategy Developing Effective Advertising and Sales Promotion |
|
|
|
||
|
Week 10 |
Chapters 14, 15 |
Employing Direct Marketing and Database Marketing Improving Image and Visibility through Public Relations |
|
|
Week 11 |
|
TBA |
Marketing on the Internet Sponsorships |
|
Week 12 |
|
Chapter 17 | Marketing plans, Budgets, Implementation and Control |
|
Week 13 |
|
TBA |
Cultural Tourism |
|
Week 14 |
|
Hopkins (Chapters TBA) |
Fundraising |
|
Week 15 |
|
Hopkins (Chapters TBA) |
Fundraising |
|
Week 16 |
|
Exam |
No Final Exam; final product is marketing plan |
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 Graduate Bulletin; and the “Student Academic Disciplinary Procedures” [UWS Chapter 14]; and the “Student Nonacademic Disciplinary Procedures” [UWS Chapter 17]).