300497 (v.2) Visual Arts Marketing and Promotion 507

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Area:	Department of Art
Credits:	25.0
Contact Hours:	2.0
Seminar:	1 x 2 Hours Weekly
Syllabus:	Visual arts marketing and promotion is an introduction to marketing principles and practice as they apply in the visual arts. This unit looks at the development of the marketing concept and how it has evolved, reflecting the many changes and developmentsin marketing the visual arts today. The impact of technology, the competitive environment, issues regarding quality, the importance of customer service, relationship marketing and ethics are all discussed and analysed with a view to both current practiceand future developments.
Unit Outcomes:	On successful completion of this unit, students will have- Developed an understanding of the cental concepts of marketing management as an integrated discipline within the context of large and small, profit and non-profit visual arts organisations. Been able to identify and describe marketing activities undertaken by organisations within the context of an often rapidly changing, international business environment. Explored the key issues in the area of visual arts marketing management such as marketing to key funding groups and sponsorship to provide students with the opportunity to apply the concepts covered.
Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.
Unit References:	Steidle, P. and Hughes, R. (1999), Marketing strategies for arts organisations (second edition). Redfern, Australia Council for the Arts.
Unit Texts:	No prescribed texts.
Unit Assessment Breakdown:	Case study 30%, Individual research project 30%, Marketing plan and presentation 40%. This is by grade/mark assessment.