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

    Marketing the Arts
  • Unit Code

    ADM2430
  • 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 progresses the skills and knowledge gained in Arts Marketing Fundamentals by concentrating on the development and application of specific arts marketing tools in areas such as customer relationship management, targeting, branding, positioning, promotion and social media. A practical coverage of approaches aimed at achieving audience size maintenance and audience building is provided within both a strategic and operational context.

Prerequisite Rule

Students must pass 1 unit from ADM1330

For COURSE_CODE NOT IN Y20 Do
Permission required
Otherwise
true

Equivalent Rule

Unit was previously coded ADM2240

Learning Outcomes

On completion of this unit students should be able to:

  1. Apply academic research and writing.
  2. Be confident in expressing marketing ideas and concepts clearly.
  3. Consider diverse target audiences, including diverse cultures, in the design of strategic communication strategies.
  4. Construct marketing plans that incorporate customer relationship management strategies.
  5. Design primary research methodologies for gathering audience information and formulate the requirements for gathering box office generated patron data.
  6. Formulate specific content and design for promotional marketing activities.

Unit Content

  1. Aligning marketing strategies and collateral to diverse targets, including those from diverse cultural backgrounds.
  2. Brand management.
  3. Current and emerging promotional tools such as social networking.
  4. Development of high level language skills in the role of marketing.
  5. Gaining and using customer data.
  6. Primary research techniques, including instrument design.
  7. Reinforcement of academic research and writing.
  8. Relationship marketing and customer relationship management.

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
AssignmentSurvey design 25%
PortfolioPortfolio 20%
PresentationGroup strategic plan and presentation35%
ExaminationCase Study20%

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.

ADM2430|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

    Marketing the Arts
  • Unit Code

    ADM2430
  • Year

    2017
  • Enrolment Period

    2
  • Version

    2
  • Credit Points

    15
  • Full Year Unit

    N
  • Mode of Delivery

    On Campus
  • Unit Co-ordinator

    Dr Helen Kathryn RUSAK

Description

This unit progresses the skills and knowledge gained in Arts Marketing Fundamentals by concentrating on the development and application of specific arts marketing tools in areas such as customer relationship management, targeting, branding, positioning, promotion and social media. A practical coverage of approaches aimed at achieving audience size maintenance and audience building is provided within both a strategic and operational context.

Prerequisite Rule

Students must pass 1 unit from ADM1330

For COURSE_CODE NOT IN Y20 Do
Permission required
Otherwise
true

Equivalent Rule

Unit was previously coded ADM2240

Learning Outcomes

On completion of this unit students should be able to:

  1. Apply academic research and writing.
  2. Be confident in expressing marketing ideas and concepts clearly.
  3. Consider diverse target audiences, including diverse cultures, in the design of strategic communication strategies.
  4. Construct marketing plans that incorporate customer relationship management strategies.
  5. Design primary research methodologies for gathering audience information and formulate the requirements for gathering box office generated patron data.
  6. Formulate specific content and design for promotional marketing activities.

Unit Content

  1. Aligning marketing strategies and collateral to diverse targets, including those from diverse cultural backgrounds.
  2. Brand management.
  3. Current and emerging promotional tools such as social networking.
  4. Development of high level language skills in the role of marketing.
  5. Gaining and using customer data.
  6. Primary research techniques, including instrument design.
  7. Reinforcement of academic research and writing.
  8. Relationship marketing and customer relationship management.

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
AssignmentSurvey design 25%
PortfolioPortfolio 20%
PresentationGroup strategic plan and presentation35%
ExaminationCase Study20%

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.

ADM2430|2|2