Creative Arts Marketing
Julia Dodoo
Creative Arts Marketing third edition is a long-awaited update of a classic and influential text. A ground-breaking book when first published, it covers the core concepts of marketing and management as they apply to the arts and heritage industries with a depth that is still unrivalled.
With an emphasis on global case studies, practical examples and discussion questions and an author team that draws from rich and varied experiences in the arts management sector, the book serves as a text for students as much as it is a practitioner's guide to industry best practice.
- Audience diversity and audience development
- The impact of digital technologies on the industry
- An exploration of the increasingly complex relationship between public and private funding for the arts
- Ethics and sustainability issues for arts marketers
- Cultural policy changes in the industry
Including a brand new companion website, complete with materials for tutors and students for the first time, the return of this important text will be welcomed by students, tutors and professionals in the arts.
We learned a lot through the Strategic Realignment Process and have more to go. As we continue to dive deeper into how we can best serve the field through Equitable Advocacy, we are reviewing all our programming. As a result, NAMP programming will not be moving forward, and we are identifying resources that will continue to support the arts marketing community.
The National Arts Marketing Project (NAMP) was created by the Arts & Business Council/Arts & Business Council of New York, and became an Americans for the Arts program in 2005 when the two organizations merged. NAMP has helped arts marketers acquire and implement sophisticated marketing, technology, and entrepreneurial skills to increase earned income through greater audience engagement. Over the years, arts marketing has changed significantly. Social media and e-newsletters are now common tools, marketing staff at nonprofits are larger and more strategic, and other organizations have entered the space to offer training and resources. Throughout the Strategic Realignment Process, we learned that what the arts and culture sector wants most from Americans for the Arts is a focus on research and advocacy. As a result, we are sunsetting NAMP and NAMPC programming in a thoughtful way that ensures relevant resources remain available. You will be able to find that information here as we continue to gather other resources and organizations best filling this need.
As a comprehensive overview of all aspects of marketing in the sector, Creative Arts Marketing remains unrivalled, and in addition this edition gives new coverage of-
* Current knowledge and best practice about marketing and advertising through new media
* The impact of Relationship Marketing techniques
* A wholly revised and enhanced set of cases
* Entirely revised and updated data on the arts 'industry'
Creative Arts Marketing reflects the diversity of the arts world in its wide ranging analysis of how different marketing techniques have worked for a diverse range of arts organizations. As such it is an invaluable text for both students and arts managers
In any art form, there are rules and fundamental principles that a beginner artist needs to learn in order to understand how to make better art. Once you learn the basics, you can start bending, stretching and breaking the rules outright.
Nobody became a renowned artist just by following the rules. Similarly, no one became great at marketing by sticking to a framework taught in 50-year old books. The best marketers discover new insights and write books of their own.
Those that are able to hire a numbers person to run their campaigns absolutely should take advantage of that. But those of us who run our operation ourselves are better off choosing a sustainable way which makes use of our creative gifts, and blazing our own trail.
When you have a few small things under your belt, you can tackle a more complex subject like a new service launch, conference talk application, crafting an auto-responder sequence, starting a weekly video show, and planning your editorial calendar for the next quarter.
Optionally, you may choose to subscribe to regular email updates with branding tips, articles, resources, workshops, etc. You also have the option of receiving Nela's Letters with articles on art, design, cultivating creative productivity and growing your business, plus exclusive members-only content and special offers delivered via email.
Affiliate disclosure: Some articles contain links to products on Amazon or Jackson's Art Supplies. I get paid a small commission from purchases made using my affiliate link, at no extra charge for you.
If you're new here, please read the commenting guidelines before posting. By submitting your comment, you consent to your comment and personal information being collected in accordance with the Privacy Policy.Your email address will not be published. Required fields are marked *
Abby has spent her career in non-profit arts marketing and has a specific passion for promoting the robust arts scene in her hometown of St. Louis, Missouri. With a particular passion for the visual arts, she believes in the transformative power of the arts and breaking down barriers to make all art accessible.
Refine your existing skills in marketing, communications, PR and advertising on UCA'S MSc Global Marketing & Communications course - then enhance them as you select the specialism of your choice.
This course, taught within UCA's Business School for the Creative Industries, will allow you to gain a deeper understanding of the sector and to explore an area of your own personal interest, giving you a springboard into your dream career. There are eight industry specialisms to choose from - Cosmetics and Beauty, Fashion, Fine Art, Games, Global Media, Lifestyle Goods, Luxury Goods and Services, or the Music industry.
In order to develop lifelong professional skills that relate to your career aspirations, you will undertake your own exploration of creative advertising and marketing practice, investigating creative ideas and developing practical solutions to complex industry-related problems.
Develop and refine your existing skills and critical insight into the professional, theoretical and practical world of creative promotion. Supported by teaching professionals and working alongside other practitioners, you will be able to collaborate with other Creative Business and Media postgraduate students to enrich your learning experience.
You will progress onto a final project unique to your area of interest within the creative industries. On completion of the course, you will gain an internationally recognised qualification, giving you the potential to work at a high level within the marketing, PR and advertising industries.
Every course within our Business School portfolio is taught with a global perspective, giving graduates the skill set required to pursue a creative business career anywhere in the world. Our teaching programmes are all project-based, combining knowledge from both business and the creative industries in order to produce well-rounded, highly employable graduates with a highly-regarded qualification.
Global Marketing Mix
In this unit you will learn how global marketing and communications connects to human evolution, technical progress, and business demands, as well as industrialisation. Understanding the history and evolution of global marketing enables us to understand the established infrastructure of this industry and how it might develop in the future.
Creative Voice
The purpose of this unit is twofold: First, to support the development and refinement of your creative voice; and second, to lay the groundwork for you to connect and integrate your own creative voice into the broader context of the creative industries, particularly in terms of extant research and knowledge. As such, this unit enables you to marry a personal journey of discovery while undertaking a focused and rigorous investigation into the purpose and process of research at postgraduate level.
Problems, Prototypes, and Products
As students in the Branding & Communication cluster of programmes, it is essential to understand how to use research to identify opportunities, gaps, and specialist knowledge in areas of study; how to prototype concepts and ideas through designing, making, testing, and analysing results; clearly articulate new ideas and justifications regarding concepts and insights related to discipline-related areas.
Final Major Project
The culmination of your studies, the Final Major Project is the opportunity to conceptualise and carry out a project that relates directly to your career ambitions and that will facilitate your path into a career in or related to your course content in the creative industries. It will take the form of a Research Project Proposal (20% of your final mark) and the Final Project (80%)