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  2. Arts and Festivals Marketing [ADM2614]

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 and Festivals Marketing

  • Unit Code

    ADM2614

  • Unit Type

    Learning Unit

  • Year

    2026

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

  • Unit Coordinator

    Dr Vahri MCKENZIE

Description

This unit examines marketing strategies and practices as they apply to the arts, festivals and cultural institutions, considering fundamental economic concepts and marketing approaches as they pertain to the not-for-profit and commercial sectors. In addition, by exploring consumer behaviour, market positioning, brand identity, pricing and promotion strategies, it explores the relationship between sponsorship and marketing to achieve organisational objectives. Students apply their knowledge and skills to a team marketing practicum that relates to the promotion of a production, presentation or event.

Equivalent Rule

ADM2615

Capabilities

In this unit, students will be developing the following capabilities:

  1. Problem-solving
  2. Collaboration
  3. Career Development Learning
  4. Communicaton
  5. Digital Literacy

Unit Content

  1. Marketing planning and strategy, marketing research and information systems.
  2. Consumer behaviour, target markets and customer relationships marketing, business markets and buying behaviour.
  3. Product and programming decisions, pricing decisions, distribution and event/performance planning decisions, promotional decisions, branding and integrating marketing communications.
  4. Media planning, advertising and promotion budget strategies.
  5. Establishing marketing communications objectives.
  6. Monitoring and evaluating promotional plans including traditional and digital marketing initiatives.
  7. Creating video content and social media marketing.
  8. Marketing to culturally diverse audiences.
  9. Applied promotional communication skills, including media releases, promotional copy, customer relationship management (CRM), networking and social networking.
  10. Working effectively in a marketing team.

Learning Experience

MIXED MODE

On-campus attendance at scheduled classes in designated weeks is expected, intermitted with periods of online learning.

This is a Learning Unit. Learning Units engage students in regular learning activities to develop their knowledge, skills, and capabilities. The learning activities provide each student with feedback to support their development, and create evidence for each student’s progress towards achieving the learning outcomes of the course.

Unit Completion Requirements

To meet the minimum requirements for this Learning Unit, you will actively engage in specified learning activities and produce a curated portfolio of work that demonstrates your knowledge, skills, and developmental progress toward the course learning outcomes. Further details are available in the unit Canvas site.

GS2 GRADING SCHEMA 2 Used for Undifferentiated Pass/Fail units inc. practical units or work-integrated learning

Mandatory Learning Activities

Type Title
2. SUBMISSIONIndustry practicum reflection

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 Access and Inclusion website.

Academic Integrity in Learning Units

The University is committed to creating an academic environment in which learning with integrity means engaging honestly, responsibly and ethically with the curriculum. Engaging in academic misconduct undermines this commitment, impedes the development of authentic knowledge and skills, and prevents meaningful learning. Academic integrity is therefore essential to the learning process and to the value of the qualifications awarded by the University.

Academic Integrity in a Learning Unit includes:

  • Following the guidance for Artificial Intelligence in your unit, taking responsibility for the validity of any information you get from AI tools, and always acknowledging your use fully and accurately;
  • Completing your own work, without copying from others or asking other people to do your work for you;
  • Referencing your sources of information accurately;
  • Attending classes and engaging with the learning materials and feedback.

Your teaching staff will provide feedback if they have concerns that you are not acting with integrity in your learning. However, it is your responsibility to ensure that you are completing your work ethically.

Extension

In some circumstances, Students may apply for an extension in accordance with ECU policy and procedure - for more information visit https://askus2.ecu.edu.au/s/article/000001386.

Special Consideration

Students may apply for Special Consideration in respect of a final unit grade, where their achievement was affected by Exceptional Circumstances as set out in ECU policy and procedure - for more information visit https://askus2.ecu.edu.au/s/article/000003318.

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