There is no question if a novel is amusing, it wins the approval of a public… I believe, however, that to say “if a novel gives the reader what he was expecting, it becomes popular” is different from saying “if a novel is popular, this is because it gives the reader what he was expecting of it”. The second statement is not always true. Umberto Eco

One of marketing’s most relevant axioms is that to be successful a product must satisfy some need or desire in the marketplace. Conventional marketing wisdom holds that a customer orientation provides a firm with a better understanding of its customers, which subsequently leads to enhanced customer satisfaction.

Then traditional marketing is considered as a process associated with promotion for sale goods or services, and considered a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others. Therefore it’s a market-focused marketing.

Cultural marketing is, generally, considered a process associated with promotion for sale cultural goods or cultural services, considered a social and managerial process by which managers search the audiences for their cultural goods and services. Therefore cultural marketing, generally is product oriented

This seminar is designed to observe the delimitation of cultural marketing from a general and traditional marketing perspective, underlining specificities and special goals, as well as observing specific challenges, cultural marketing now days has to face.

The structure of this seminar is organized in four modules; the first one is based on theoretical background of traditional and cultural marketing;  the second one focuses on the elements of marketing mixt; the third one is based on the marketing plan and their characteristics in museums, events as well as in performing arts; and the last module focuses on four different case studies.

Objectives

The purpose of this subject is to describe the basic principles of marketing, as well as its importance to the strategic decisions that are to be taken in cultural organizations.

1. Knowing the main concepts related to marketing
2. Analyzing the presence of marketing in cultural organizations
3. Determining its objectives and fields of application in the cultural domain