Estudia

• 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

1. Culture and marketing: an introduction

2. Marketing model for the arts

3. AI in cultural and creative industries

4. Production of culture

5. Consumption of culture

6. Market research in cultural and creative industries

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

8. Pricing strategies and sales promotions

9. Communication strategies. Integrating marketing and creativity

• Colbert, F. and Ravanas, P. (2018). Marketing Culture and the Arts (5th). HEC Montreál, Canada: Carmelle and Rémi Marcoux Chair in Arts Management.
• Colbert, F. and d'Astous, A. (2022). Consumer behaviour and the arts: a merketing perspective. New York: Routledge.
• Gaio, Ana (2019). Sustainable Cultural Management: MDPI - Multidisciplinary Digital Publishing Institute Catàleg
• Hill, L.; O'Sullivan, C.; O'Sullivan, T.; Whitehead, B. (2017). Creative arts marketing. Routledge. Catàleg
• Kerrigan, Finola (2010). Film Marketing. Amsterdam [etc.]: Elsevier; Butterworth-Heinemann. Catàleg
• Terras, Melissa. (2024). Data-Driven Innovation in the Creative Industries. (1st ed.). Oxford: Taylor & Francis Group Catàleg
• Troilo, Gabriele (2015). Marketing in creative industries : value, experience and creativity. London: Palgrave Macmillan. Catàleg
• Wesner, Simone (2024). Researching the Creative and Cultural Industries. A Guide to Qualitative Research. Routledge.
• Wro´blewski, Lukasz (2017). Culture management : strategy and marketing aspects. Berlin: Logos Verlag Catàleg

Activitats d'avaluació:

Continuous assessment:

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

The final written exam is compulsory. No minimum grade is required to pass this exam. There will be an opportunity to retake this exam.

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

All assessment activities (e.g., final essay, short activities, oral presentations) must be delivered according to the deadlines and the schedule established. They cannot be recovered.

For some assessment activities, the possibility of using AI tools will be clearly stated in advance by the professor. Whenever allowed the use of AI tools, the students will be requested to indicate the AI tools used and the purpose: e.g., improve orthography, grammar and clarity of a text, search for information and references, AI prompts used, the process used to revise and edit the text, etc. Not reporting the specific use of the AI tools employed and/or their usage for other than the purposes indicated in the assessment activity, will be penalized as fraud.

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

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

Minimum grade requirred to pass the exam and the subject: 5.0

There will be an opportunity to retake this exam.

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

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

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

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, Teams). 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.

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

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

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

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