MF-402 Audience Development and Marketing
- Studiepoeng:
- 7.5
- Ansvarlig avdeling:
- Fakultet for kunstfag
- Emneansvarlig:
- Sangeeta Singh
- Undervisningssemester:
- Vår
- Undervisningsspråk:
- English.
- Varighet:
- 1 semester
Emnet er tilknyttet følgende studieprogram
Undervisningsspråk
English.Innhold
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.
Læringsutbytte
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
Vilkår for å gå opp til eksamen
The student will submit one written term paper throughout the course. The term paper 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.
Undervisnings- og læringsformer
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.
Studentevaluering
Studieprogramleder i samråd med studenttillitsvalgt fastsetter evalueringsform og om emnene skal ha midtveis- eller sluttevaluering, jf. kvalitetssystemet kapittel 4.1. Informasjon om evalueringsform for emnet publiseres i Canvas.
Eksamen
One 5-hour individual written exam. Assessed on the basis A-F