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Cultural Marketing and Communications Policy

Module name (EN):
Name of module in study programme. It should be precise and clear.
Cultural Marketing and Communications Policy
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Cultural Management, Master, ASPO 01.04.2020
Module code: MAKM-210
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P430-0006
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
2V+2S (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
6
Semester: 2
Mandatory course: yes
Language of instruction:
German
Assessment:
Project work with presentation(s)

[updated 24.09.2020]
Exam recurrence:
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

MAKM-210 (P430-0006) Cultural Management, Master, ASPO 01.04.2020 , semester 2, mandatory course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
MAKM-305 3klang Campus Radio


[updated 28.05.2025]
Module coordinator:
Prof. Dr. Nicole Schwarz
Lecturer:
Dozierende des Studiengangs


[updated 25.10.2018]
Learning outcomes:
After successfully completing this module, students will:
 
_        have a basic understanding of marketing and its integration into the corporate context of the cultural field,
_        be able to provide an overview of the tasks and functions of cultural marketing,
_        be able to identify marketing mix instruments (product, price, communication, distribution and service policy) and to relate them to sector-specific characteristics of the cultural sector,
_        be able to promote and market the services of cultural institutions to specific target groups,
_        be able to express the special importance of a communication policy for cultural institutions,
_        be able to demonstrate and apply a deeper understanding of communication policy and its instruments,
_        be able to develop, document and present a communication mix for a specific question/problem on the basis of the methods and instruments conveyed in the lecture.


[updated 24.09.2020]
Module content:
"Cultural Marketing and Communications Policy" lecture
 
_        Basic terms and concepts of cultural marketing and differentiation from other industry-specific forms of marketing
_        Definition of the goals of cultural marketing
_        Presentation of the central building blocks of cultural marketing
_        Strategies in cultural marketing
_        Creative fields within the marketing mix: product policy, communication policy, pricing policy, distribution policy, service policy in the cultural sector
_        Psychological theories for exuding influence through communication
_        The communication mix
_        Advertising, product placement and sales promotion
_        Public relations (internal and external PR)
_        Trade fairs and exhibitions
_        Sponsoring
_        Event marketing
_        Budgeting
_        Media planning
_        Measuring the communication effect
 
Seminar:
_Students will get the chance to apply the content conveyed in the lecture to a task or problem from the field of cultural management.


[updated 24.09.2020]
Teaching methods/Media:
_        Seminaristic lecture course
_        Role playing
_        Group and project work (concept development and presentation)
_        Discussions with fellow students and third parties
_        Presentations and preparation of documentation/papers


[updated 24.09.2020]
Recommended or required reading:
_        Bruhn, M.: Marketing. Grundlagen für Studium und Praxis, Wiesbaden: Springer Gabler, latest edition.
_        Bruhn, M.: Marketing für Nonprofit-Organisationen, Stuttgart: Kohlhammer, latest edition.
_        Fischer, W. B.: Kommunikation und Marketing für Kulturprojekte, Bern: Haupt, latest edition.
_        Fuchs, W., Unger, F.: Management der Marketing-Kommunikation, Berlin Heidelberg: Springer Gabler, latest edition.
_        Günter, B., Hausmann, A.: Kulturmarketing, Wiesbaden: Springer Fachmedien, latest edition.
_        Hausmann, A.: Kunst- und Kulturmanagement, Wiesbaden: Springer Fachmedien, latest edition.
_        Kotler, P. et al: Grundlagen des Marketing. München: Pearson Studium, latest edition.
_        Kroeber-Riel, W., Weinberg, P., Gröppel-Klein, A.: Konsumentenverhalten, München: Vahlen, latest edition.
_        Meffert, H. et al.: Marketing. Grundlagen marktorientierter Unternehmensführung. Wiesbaden: Gabler, latest edition.
_        Meffert, Heribert et al.: Internationales Marketing-Management, Stuttgart: Kohlhammer, latest edition.


[updated 24.09.2020]
 
[Tue Nov  4 14:40:02 CET 2025, CKEY=kkukd, BKEY=kmm4, CID=MAKM-210, LANGUAGE=en, DATE=04.11.2025]