Arts Marketing topic:

“Genuine success in the arts…lies not in isolated transactions but in long-term relationships with customers” (Hill, E. 1995) Creative Arts Marketing, p.x.

Discuss this statement with regard to two / three UK arts organisations, outlining their marketing strategies and demonstrating how far the statement is applicable. Assess the success of the strategies they use, and if relevant, suggest alternatives. Make reference to theories of marketing, and how these are, or could be, applied in your examples.

There is an expectation / hope that you will make contact with an organisation to garner information for the case-study. Although your success in doing this will not be formally assessed, it would certainly benefit you to do so.
*Do not use a case study which you have used in a previous assignment on this course.

Criteria: work will be assessed on evidence that you can:

Express yourself clearly and to the point;
Structure your analysis and argument in an appropriate way;
Utilise source material (including relevant literature) in a professional manner;
Apply the appropriate management concepts, theories and models discussed in this module and is relevant literature to the organisation and activity (ies) which you use.
Reach informed conclusions using independent and critical judgement.
It will be marked using the marking grid (attached below) for assessed written work for these MAs. Please make sure you look at the criteria on this grid and bear them in mind while writing.

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