Détails d'un cours
Arts and Cultural Marketing
MARK 80102A
The seminar consists mainly of exchanges between teachers and participants on the basis of classic and contemporary readings in marketing and consumer behavior.
Thèmes couverts
1. The Value Chain in the Arts and the Cultural Sector
2. The artist Market Orientation and Product Orientation
3. Antecedents of Arts Consumption
4. Purchase and Repurchase Intentions
5. Motivations and Preferences
6. The Consumption Experience
7. Consumer Satisfaction and Service to Clients
8. Product and Brand Management
9. Price and Place Variables
10. Promotion Variable Critics and WOM
11. Sales and Illegal Downloading
12. Fundraising and Sponsorships
Sigle
MARK 80102A
Matière
Marketing
Programme
Doctorat
Mode d'enseignement
Présentiel
Crédits
3