Arts Marketing (Communications for the Arts)

Select an arts organisation of your choice. This can be chosen from any arts sector such as the Visual Arts, Music, Film, Museums, Heritage, Theatre, Opera, Dance, Literature etc and from any country.

Critically evaluate the effectiveness of their overall marketing strategy (and/or a particular marketing campaign). Describe their arts marketing activity for the previous year and evaluate the effectiveness of their marketing strategy in practice. You are then required to make recommendations on how their arts marketing activity should be developed over the next twelve month period.

This should include consideration of relevant marketing issues such as: situation analysis, segmentation, buyer behaviour, positioning, role of branding, evaluation, research and integration.

Evidence of situation analysis, issues raised, evidence of sectoral research, understanding of organisational objectives, key messages, market segmentation, pricing, product development, positioning, role of branding, clear theoretical basis for analysis and review.

20% Recommendations

Appropriateness of recommendations suggested for chosen arts organisation (or campaign), relevance and appropriateness of communications strategies or tactics recommended and why. Integration of approach, creativity of approach, choices appropriate and linked to analysis and review, clear theoretical basis for proposals, clear time-scales, budgets and evaluation.

b) Draw a diagram showing this firm demand curve, marginal revenue and marginal cost curves?

c) Define consumer surplus? What is the value of consumer surplus of this monopolistic firm?

d) If forced to behave as a purely competitive firm (hint: consider that P = MC) what will be then the price and quantity at new equilibrium?

e) What will be then the consumer surplus under a purely competitive market structure? Explain fully why the consumer surplus is higher under purely competitive conditions?
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