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Dades generals

Curs acadèmic:
2021
Descripció:
Presentar i analitzar els models i conceptes bàsics del marketing en les industries culturals i creatives, per entendre i gestionar la creació de valor per als clients a traves de la experiència de la creativitat.
Crèdits ECTS:
6

Grups

Grup A

Durada:
Semestral, 1r semestre
Professorat:
MUNTSA BAU SOLA  / NELA FILIMON COSTIN
Idioma de les classes:
Anglès (100%)

Horaris:

Activitat Horari Aula
Teoria1 dl 15-16:30, dc 15-16:30

Competències

  • CG2- Construir i defensar arguments raonats a partir del coneixement d'altres propostes
  • CG3- Comunicar arguments de forma correcta oralment i per escrit en les llengües oficials i en anglès, treballant en entorns col·laboratius aflorant i augmentant les potencialitats pròpies i les dels altres
  • ADECE5- Identificar les demandes dels mercats, establir estratègies empresarials, elaborar un pla de màrqueting i controlar la seva execució
  • ADECE6- Entendre el funcionament dels mercats i les estratègies de les empreses que competeixen en els mercats, aplicant els conceptes i instruments de l'anàlisi econòmica a l'àmbit de l'empresa i els mercats
  • CIFCE10- Entendre el procés directiu, els elements del màrqueting, l'organització dels recursos humans, la gestió d'operacions i l'administració de l'empresa en tots els seus àmbits essencials
  • CIFCE11- Aplicar els conceptes econòmics en l'anàlisi estratègica de l'empresa i interpretar la realitat econòmica, la seva evolució i internacionalització

Continguts

1. Culture and marketing: an introduction

2. Marketing model for the arts

3. Market research in cultural and creative industries

4. Production and consumption of culture

5. Segmentation, positioning and competition in cultural and creative markets

6. Pricing strategies and sales promotions

7. Communication strategies. Integrating marketing and creativity

Activitats

Tipus d’activitat Hores amb professor Hores sense professor Hores virtuals amb professor Total
Anàlisi / estudi de casos 4,50 12,00 0 16,50
Exposició dels estudiants 4,50 8,00 0 12,50
Prova d'avaluació 2,00 15,00 0 17,00
Sessió expositiva 21,00 30,00 0 51,00
Sessió participativa 9,00 15,00 0 24,00
Treball en equip 0 20,00 0 20,00
Tutories de grup 4,00 5,00 0 9,00
Total 45,00 105,00 0 150

Bibliografia

  • Colbert, F. and Ravanas, P. (2018). Marketing Culture and the Arts (5th). HEC Montreál, Canada: Carmelle and Rémi Marcoux Chair in Arts Management.
  • Hill, L.; O'Sullivan, C.; O'Sullivan, T.; Whitehead, B. (2017). Creative arts marketing. Routledge.
  • Kerrigan, Finola (2010). Film Marketing. Amsterdam [etc.]: Elsevier; Butterworth-Heinemann. Catàleg
  • Kotler, N.; Kotler, P.; Kotler, W. (2008). Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources . Willey.
  • O'Reilly, Daragh (2010). Marketing the arts :. New York: Routledge. Catàleg
  • Troilo, Gabriele (2015). Marketing in creative industries :. London: Palgrave Macmillan. Catàleg

Avaluació i qualificació

Activitats d'avaluació:

Descripció de l'activitat Avaluació de l'activitat % Recuperable
Practical assignments and case study analyses Practical assignments, to be executed, either individually or in group, and delivered during the course. The mark for this activity will be calculated as the average of the marks obtained for each assignment. This activity cannot be recovered.

20 No
Essay writing Students are expected to work in group and write an essay on a topic related to the subject and agreed with the professor. This activity can be recovered. 30
Oral presentation of the essay Preparation of an oral presentation for the topic of the essay, followed by discussion and debate with the class. This activity cannot be recovered. 10 No
Final written exam Individual exam, including all the materials of the course. There will be an opportunity to retake this exam. No minimum grade is required to pass the exam. 40

Qualificació

The final grade will be calculated according to the established evaluation system.

The Final written exam and the resit will be held in January; date and time fixed by the faculty. No minimum grade is required to pass the exam.

The students who have passed the exam but wish to improve the grade obtained, can take the resit and, in this case, the previous grade will be cancelled and the grade obtained in the resit will prevail.

All the activities must be delivered through the Moodle platform according to the deadlines established.

Criteris específics de la nota «No Presentat»:
The students who don't take the written exam (or the corresponding resit) will be qualified as "NO PRESENTAT" (Absent / Not Examinable).

Avaluació única:
Written exam (including all the materials of the course): 100% of the grade.

There will be an opportunity to retake this exam.

This exam and the resit will be held in January at a date and time fixed by the faculty.

Requisits mínims per aprovar:
Minimum required grade to pass the subject: 5.0

Tutoria

The students will have the chance to book office hours for tutorials (individual or in group) to discuss doubts and/or other questions related to the issues discussed in class or the activities assigned.

The tutorials will be carried out either on a face-to-face basis or online (via communication means habilitated by the university, like, for example, Google Meet). Some doubts may be solved during class hours.

The students who would like to book a tutorial are kindly asked to send an E-MAIL to the professor, at least one working day before the tutorial.

Comunicacio i interacció amb l'estudiantat

The communication with the students will be carried out through face-to-face and/or online sessions (e.g., e-mail, Google Meet, Blackboard Collaborative). All the information concerning the communication with the students will be posted in Moodle.

A Forum will be available in Moodle to discuss the theoretical and practical contents of the subject, and to solve doubts.

Observacions

The working language of the course is English and the students are expected to deliver all the requested activities (e.g., exams, essay, oral presentation, etc.) in English.

Whenever possible, experts in the field (from the academia or business environment) will be invited to participated.

Modificació del disseny

Modificació de les activitats:
In the event of restricted face-to-face teaching, the presential classes (with limited number of students) will be delivered following the safety requirements established by the faculty. The students attending simultaneously online will be able to follow them live, via the digital means enabled by the faculty (e.g., Blackboard Colaborative).

In the event of a virtual teaching scenario all the classes and activities will be moved to an online format and will be carried out according to the initial planning. Live online classes or recordings will be made available to students in Moodle platform.

All the supporting materials of the course will be made available to students in Moodle platform.

Modificació de l'avaluació:
Restricted face-to-face teaching: all graded activities will be delivered online in Moodle platform, except perhaps for the groups' oral presentations and the final written exam, which will be performed in a face-to-face setting (if the circumstances so permit).

Virtual teaching: all the graded activities will be moved to an online format and developed as planned.

Grading system and all the other requirements needed to pass the subject will be kept unchanged.

Tutoria i comunicació:
In the event of restricted face-to-face teaching, the students will have the chance to book individual or group office hours to discuss doubts. The tutorials will be carried out either on a face-to-face basis or online (via communication means habilitated by the university, like, for example, Google Meet). Some doubts may be solved during class hours.

In the event of virtual teaching, all the communication with the students, and the tutorials, will be carried out online via digital means such as Google Meet.

If you need to book a tutorial, please send an e-mail, at least one day before the tutorial.

A Forum will be available too in Moodle platform to discuss the theoretical and practical contents of the subject, and to solve doubts.

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