MF-402 Audience Development and Marketing
- ECTS Credits:
- 7.5
- Responsible department:
- Faculty of Fine Arts
- Course Leaders:
-
- Egil Bjørnsen
- Sangeeta Singh
- Lecture Semester:
- Spring
- Teaching language:
- English
- Duration:
- 1 term
The course is connected to the following study programs
Teaching language
EnglishCourse contents
This course provides a thorough understanding of how to develop an audience for a project, production or event. This implies an understanding of concepts such as audience-segments, cultural consumption, social inclusion, cultural skills and marketing. The course is structured to conceptualize audience development and marketing to assist arts managers on how to reach, grow and retain an audience in order to secure return of investments and have a sustainable economy.
Learning outcomes
On successful completion of this course, the student should:
-
understand the concepts on audience development and the role of marketing and be able to use this knowledge in practice by planning and organising strategies for cultural projects
-
understand markets and audience segments and to be able to communicate a project/production/event in a desired way
-
master how to build new audiences, maintain and grow established audiences, and to reach new markets and customer segments.
-
have an advanced understanding of communications and public relations understand the differences between communications channels, including social media, and how to work with these channels in the best possible way
-
understand CRM - Customer Relationship Management - and its function in audience development
Examination requirements
The student will submit written term papers throughout the course. The term papers must be passed before taking the exam. An overview of the work load will be presented in Canvas at the start of the semester.Attendance is mandatory.
Teaching methods
The course will use lectures and group work, as well as practical exercises related to projects and/or internship. Estimated workload is about 200 hours
Evaluation
The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.
Assessment methods and criteria
One 5-hour individual written exam. Assessed on the basis A-F