The course is included in these curricula and study modules
Level/category
Teaching language
Swedish
Type of course
Compulsory
Recommended year of study
2
Total number of ECTS
6 cr
Competency aims
Mediation and sales are important for the
Cultural manager. During the course branding and storytelling
you will get acquainted with the different marketing methods
and
mechanisms. There is also an introduction with press work
as a tool for various cultural projects.
The creative industries and mainly the free sector has very low
marketing budgets
and that indicates that the producer has to develop marketing
strategies that are
cost effective. At the same time the expectation on quality is
high
due to the
nature of the industry.
Learning outcomes
At the end of the course the student is expected to be able to:
- identify target groups and customer groups
- knows the marketing processes for an artist or a group of
artists
- is avare of service marketing
- knows how to write press releases and knows how to plan
press
conferences
- knows how to plan marketing processes supporting
sustainable
development
Course contents
* Students become familiar with artistic narratives and
storytelling
as
a marketing method.
* Theory of brand building and creative marketing techniques.
* Press
Prerequisites and co-requisites
No prior knowledge required
Previous course names
Not relevant
Additional information
Compulsory attendance at lectures. Presentation of Brand Strategy
14th March (pitch and written in its learning)
Recommended or required reading
Storytelling. Marknadsföring i upplevelseindustrin. Lena
Mossberg,
Erik Nissen
Johanssen
Titans of Branding. Kirsti Lindberg-Repom et.al
Markkinointi 3.0, Philip Kotler et.al
Service Managent och marknadsföring - en CRM ansats.
Christian
Grönroos
Brändi kulmahuoneeseen! Marco Mäkinen et.al
articles
Study activities
- Lectures - 50 hours
- Practical exercises - 10 hours
- Project- and production work/artistic activities - 30 hours
- Individual studies - 50 hours
- Internet-based studies - 20 hours
Workload
- Total workload of the course: 160 hours
- Of which autonomous studies: 160 hours
- Of which scheduled studies: 0 hours
Mode of Delivery
Participation in tuition
Assessment methods
Essays, reports, productions and portfolio
Assessment requirements
To pass the course the student should pass the following
examinations:
Examination 1 Storytelling, 3 obejctives.
Examination 2 activity during lectures and mandatory presence
(80
%)
Examination 3 brandstrategy with analysis and background
information.
The examinations contribute equally to the final evaluation.
Teacher
- Bäck Maria
- Tolonen Liisa
Examiner
Bäck Maria
Home page of the course
Group size
No limit
Assignments valid until
12 months after course has ended
The timetable of the course
18.2 - 14.3
Se ARBS, Googlekalender och FB
Assessment methods
2013-03-14 - Reports and productions