Description
Requirements: Students are required to provide a written report which contains an audit of the marketing strategy and programme(s) of a cultural/arts organisation of their choice (see list of suitable organisations below). For the purpose of the assessment, the organisation is known as the “target organisation”.
In determining the grade to be awarded, examiners will take into account the following: use of academic literature on arts/ cultural marketing; use of cultural marketing terminology and frameworks; use of relevant market reports; use of relevant corporate data sources; thoroughness and critical distance of the analysis; consistent and accurate use of a suitable form of academic referencing, presentation and readability. Please see the marking grid below for a summary.
structure contents(3000 word hard limit)
1. Introduction to the report (briefing) – what, what, where, when (use data references)
2. Macro-environmental analysis (student has done)
Big trends (see your midterm paper analysis unless told you need a new case study)- copyand paste table from Assesment 1, not included in the word count
3. Micro-environmental analysis
Audiences,consumers, fans
Competitors
4. Target/Focal organisation
Mission statement, values, philosophy, aims
Operating context/history of the organisation
Performance (how successful are they? Are they market leaders, profitable, well receievd?)
5. Cultural Marketing Strategy
Segmentation, Targeting, Positioning
6. Marketing Mix Analysis (4Ps/4Cs + SWOT
> Integrative Analysis (SWOT): Integrate Midterm Macro-Analysis (OT in SwOT)
7.Conclusion, implications, recommendations (Tows)
9List of references
Appendix (optional)
What is a Cultural and Creative Industries (CCI) organisation? For the purposes of this module, a CCI organisation is an organisation operating in one of the following sectors. Your chosen organisation must come from one of these:
Advertising agencies
Architecture
Cinemas
Design
Exhibitions
Fashion
Film studios/distribution – video, film
Galleries – fine art
Video games
Video games developers and publishers
Heritage
Live and recorded music – popular and classical
Museums
Performing arts – theatre, ballet, performance art
Photography
Publishing – books, magazines, newspapers
TV/radio broadcast/distribution
Arts venues
Visitor Attractions /Cultural Tourism
NB: Specifically excluded for this module are sports organisations.
