The main concepts related to strategic marketing and operational marketing will be explored, aiming to help participants understand the processes necessary for developing an appropriate marketing strategy.
The aim is to contextualize for participants the relationship and importance of marketing to the management of art and culture. The historical process of integrating marketing into cultural management will be discussed, along with the models applied to cultural organizations and the essential components in designing a marketing strategy.
This module will address the state of cultural markets at both the national and international levels. Furthermore, it will analyze their main components, enabling the identification of macro and micro aspects to properly characterize them and, based on this, initiate the marketing strategy design process.
Understanding the consumer is fundamental to any marketing strategy. Therefore, this course will explain the main criteria for identifying, segmenting, and understanding consumer behavior in response to the constant stimuli they receive from cultural markets.
Understanding the target audience is not enough. Cultural organizations also need effective management. They must cultivate a powerful and enduring image that evokes strong emotions and sparks consumer interest. A cultural organization must adapt to new challenges and face intense competition. Therefore, this module will explain how to incorporate marketing strategies into cultural organizations and institutions.
Designing innovative, sustainable, and unique cultural products and services is a challenge for every cultural manager seeking to navigate the complex dynamics of supply and demand in the market. This module will analyze case studies of successful cultural products and services and how marketing played a crucial role in their positioning.
Every action must be planned in terms of available resources. Therefore, this module will explain strategies for achieving proper financial management that ensures the sustainability and optimal implementation of the designed marketing strategy.
If you don't communicate, you don't exist. Today's world demands that organizations, products, and individuals maintain an active communication presence that reaches all their stakeholders and is supported by a strong brand image. Therefore, this module will detail the main strategies for building an impactful communication and brand strategy that resonates with consumers.
Today, having a digital presence is vital to staying relevant and visible. Throughout this module, we will discuss some useful tools for managing digital marketing and the impact of new technologies on cultural management, drawing on national and international experiences.
This course will be guided and students, with the support of a teacher, will have to translate the content covered throughout the diploma program into a proposed plan that constitutes the final project.
