School: Western Australian Academy of Performing Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Arts Marketing Fundamentals
  • Unit Code

    ADM1330
  • Year

    2017
  • Enrolment Period

    1
  • Version

    2
  • Credit Points

    15
  • Full Year Unit

    N
  • Mode of Delivery

    On Campus
  • Unit Co-ordinator

    Dr Helen Kathryn RUSAK

Description

This unit introduces students to the marketing framework as it applies to the arts and entertainment industries, and places marketing tools such as targeting, positioning and the marketing mix within a strategic marketing perspective. There is a focus on the factors influencing arts marketing activity, and current and emerging industry practices are explored.The unit will include a WAAPA Front of House practicum which will incorporate principles of market research, ticketing, customer relationship management and strategic marketing opportunities.

Prerequisite Rule

For COURSE_CODE NOT IN Y20 Do
Permission required
Otherwise
true

Equivalent Rule

Unit was previously coded ADM1140

Learning Outcomes

On completion of this unit students should be able to:

  1. Demonstrate the application of a strategic marketing concepts when producing a strategic plan.
  2. Demonstrate the use of appropriate marketing tools relevant to specific arts productions through analysis of case studies and production of a strategic plan.
  3. Demonstrated targeted expression of ideas and concepts.
  4. Recognise and describe the environmental factors that influence arts marketing activity and identify major arts organisational participants and their marketing practices.
  5. Understand academic research, writing and referencing.

Unit Content

  1. Academic research, writing and referencing.
  2. Arts marketing practices.
  3. Development of language skills in the role of marketing.
  4. Marketing tools and processes.
  5. Services marketing principles.
  6. Strategic marketing planning.

Teaching and Learning Processes

Lectures and tutorials.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
EssayAssignment 125%
PresentationAssignment 225%
Practicum ^Front of House practicum and research25%
ExaminationFinal Examination25%

^ Mandatory to Pass


Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Student Equity, Diversity and Disability Service website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students’ work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

ADM1330|2|1

School: Western Australian Academy of Performing Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Arts Marketing Fundamentals
  • Unit Code

    ADM1330
  • Year

    2017
  • Enrolment Period

    2
  • Version

    3
  • Credit Points

    15
  • Full Year Unit

    N
  • Mode of Delivery

    On Campus
  • Unit Co-ordinator

    Dr Helen Kathryn RUSAK

Description

This unit introduces students to the marketing framework as it applies to the arts and entertainment industries, and places marketing tools such as targeting, positioning and the marketing mix within a strategic marketing perspective. There is a focus on the factors influencing arts marketing activity, and current and emerging industry practices are explored.The unit will include a WAAPA Front of House practicum which will incorporate principles of market research, ticketing, customer relationship management and strategic marketing opportunities.

Prerequisite Rule

Students must pass ADM1415

For COURSE_CODE NOT IN Y20 Do
Permission required
Otherwise
true

Equivalent Rule

Unit was previously coded ADM1140

Learning Outcomes

On completion of this unit students should be able to:

  1. Demonstrate the application of a strategic marketing concepts when producing a strategic plan.
  2. Demonstrate the use of appropriate marketing tools relevant to specific arts productions through analysis of case studies and production of a strategic plan.
  3. Demonstrated targeted expression of ideas and concepts.
  4. Recognise and describe the environmental factors that influence arts marketing activity and identify major arts organisational participants and their marketing practices.
  5. Understand academic research, writing and referencing.

Unit Content

  1. Academic research, writing and referencing.
  2. Arts marketing practices.
  3. Development of language skills in the role of marketing.
  4. Marketing tools and processes.
  5. Services marketing principles.
  6. Strategic marketing planning.

Teaching and Learning Processes

Lectures and tutorials.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
EssayAssignment 125%
PresentationAssignment 225%
Practicum ^Front of House practicum and research25%
ExaminationFinal Examination25%

^ Mandatory to Pass

Core Reading(s)

  • Andreasen, A. R., & Kotler, P. (2008). Strategic marketing for nonprofit organizations. (7th ed.). New Jersey: Pearson Prentice Hall.

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Student Equity, Diversity and Disability Service website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students’ work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

ADM1330|3|2