Course details
Global Marketing Communications for the Arts
MARK 46439A
Thriving to realize the objectives as follows, the proposed course curriculum for the Promotion & Advertising (suggest rebranding "Communications") builds on the universal communication model. It aims to examine and dissect the relationship between:
- SENDER: Selling a cultural product in a culturally diverse environment, local/corporate culture and values, marketer perceptions
- MESSAGE: "Speaking the language" of your audience - exploring cultural dimensions
- MEDIUM: Focusing on medium's relevant to the industry including PR, web + e-marketing, social media
- RECEIVER: WHO is the audience - Global vs. local, etc.
We will explore each element within the context of international arts management with a particular focus on addressing culturally diverse audiences (target markets).
Themes covered
This course will explore the basics of international marketing communication through three general themes : exploring the sender exploring the medium exploring the receiver. Example of contents the dicussion will focus on :
- Effective advertising through the lense of values and culture;
- Language translation and culture in constructing a message;
- Traditional media (brief overview and significance in Arts marketing);
- Culture and advertising appeals - Is your ad a culture fit?
- Advertising styles; 7 basic advertising forms worldwide;
- Value structure map 6 global ad strategies.
Important notes
Course open to students admitted in the Master of Management in International Arts Management.
Course code
MARK 46439A
Subject
Marketing
Location
Downtown
Instruction mode
On-site learning
Credits
1,5