Level/category

Professional studies

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

Group size

No limit

Assignments valid until

12 months after course has ended

The timetable of the course

18.2 - 14.3
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Assessment methods

2013-03-14 - Reports and productions

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