Cultural Marketing

Type of programme
Specialization courses
between 03-10-2022 and 22-12-2022
€162.00 / ECTS x 3 = €486.00. *Prices corresponding to the 2023-2024 academic year.
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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.


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

Course directors and coordinators

Dr. Marta Crispí Cantón 

Academic coordination
Naghieli Amarista
Degree in the History of Art specialising in Plastic Arts from the Central University of Venezuela (2006). Her thesis investigated the transformation of communication between the spectator and the work of art through digital interactivity and part of this research was published in the book “Estéticas del Media Art” (Aesthetics of Art Media) published by the EUMEDNET group of the University of Malaga. Master’s Degree in Cultural Management from the Universitat Internacional de Catalunya (2014). She was a research assistant in the Communications Research Institute of the Central University of Venezuela (ININCO-UCV). She has worked as a cataloguing and archiving assistant at the Deposit Guarantee Fund and Bank Protection of Venezuela and has also been a manager and cultural communicator at SWAB Barcelona, the International Trade Fair for Contemporary Art.

Curriculum and subjects

In a highly competitive and globalised environment, knowledge of the market, the competition and the client has become essential in guaranteeing the sustainable success of a company. As a result, the field of application for marketing has become more prominent, taking on greater relevance and increasingly affecting all actions carried out by the company. For this reason, people who wish to make a career in cultural management have to be aware of marketing strategies in order to ensure their cultural proposals stand out from the rest. 

Study programme and subjects 2022-2023

Subjects in course 1 Type Term ECTS
Cultural Marketing Type: OB Term: First term ECTS: 3
  • ECTS: European Credit Transfer System
  • Term: calendar period
  • (a): subjects which are taught in English


Alba Colombo 

Dr Colombo is a lecturer at the Universitat Oberta de Catalunya, on the Master’s in the Information and Knowledge Societies course, and on the Administration and Management of Institutions, Companies and Cultural Platforms graduate course in the Universidad Pompeu Fabra. She is co-director of the ACCION CULTURA editorial collection and a lecturer at various universities. Alba is an expert on cultural marketing, cultural industries, cultural economy and big event management.

Christoph Pasour 

Mr Pasour is a TV Producer. He holds a degree in Art History and Media Studies from the Freie Universität Berlin (Germany) and also Edinburgh University (UK). He has authored articles for newspapers and magazines on media art and cinematography. He was the project manager and curator at the Museum for Cinematography in Potsdam, Germany; commissioning Editor in the film department of the 3sat cultural television channel (Germany/Austria/Switzerland). He has also been involved in script development (fiction/non-fiction) for production companies in Berlin and Hamburg. He has been a producer/author on documentaries since 2005 for production companies in Berlin, Hamburg and Barcelona for broadcasters such as ARTE, 3sat, ARD, ZDF, RAI, YLE, TV3. 



Prerequisites & admissions

Application for admissions

To register or receive more information, please fill out the admission form.

Admission criteria

If you are interested in this course offered by the UIC, you shoud follow these easy steps in order to enrol: 

  1. Fill in the application form 
  2. Hand in the following documents personally to the Secretary Office of the Facultat d'Humanitats (Immaculada 22, 08017, Barcelona) or by email (
  • 2 passport size photos
  • Photocopy of passport or ID
  • Updated curriculum vitae
  • Letter of motivation

Grants & financial aid


Academic year 2018/2019

  • 420 € (3 credits x 140 €/credit)


Members of the UIC Alumni and Friends Association are entitled to a 10% discount.