Marketing in cultural companies

After completing this course, students should be able to
- Understand the importance of having satisfied and loyal consumers.
- Analyze the environment of the commercial activity of the cultural enterprise.
- Understand the internal and external variables that influence the consumer's buying behaviour.
- Make decisions on commercial policy and strategy in the field of cultural enterprise.

Lesson 1. Introduction to the Marketing concept. The market orientation strategy.
Lesson 2. The consumer's buying behaviour.
Lesson 3. Segmentation and positioning strategies.
Lesson 4. Product and brand management.
Lesson 5. Communication strategy in the cultural enterprise.

Basic:
- Armstrong, G.; Kotler, P.; Merino, Mª Jesús; Pintado, Teresa; Juan, José María (2011): Introducción al Marketing. Pearson Editorial
- Leal, Antonio; Quero, Mª José (2011). Manual de marketing y comunicación cultural. Servicio de publicaciones de la Universidad de Cádiz
Complementary:
- Berenguer Contri, Gloria. Cuadrado García, Manuel (2002). El consumo de servicios culturales. Madrid, Esic.
- Colbert, F.; Cuadrado, M. (2003). Marketing de las artes y la cultura. Ariel editorial.

Basic:
CB1. - Capacity to efficiently manage information from different channels for the production of knowledge related to the field of culture
CB2. - Ability to apply the knowledge acquired in the detection and resolution of problems in the specific contexts of their professional field
CB4. - Acquisition of skills and work habits that enable self-learning and promote lifelong learning (learning for life, according to UNESCO guidelines)
CB7. - Students are able to apply their acquired knowledge and problem-solving skills in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of study
CB9. - Students should be able to communicate their findings and the ultimate knowledge and reasons behind them to specialist and non-specialist audiences in a clear and unambiguous manner

CT1. - Application of analytical, critical, logical and creative thinking, demonstrating innovation skills
CT2. - Ability to work autonomously with responsibility and initiative
CT5. - Written and oral communication skills
CT8. - Capacity for analysis and synthesis (knowing how to analyse, synthesise and summarise the information received)
CT9. - Problem solving and decision making skills
CT13. - Capacity for the use of communication and information technologies

Specific:
CE28. - Ability to be placed in specific cultural contexts and to perform the functions of a cultural manager
CE29. - Ability to observe the main phenomena affecting modernity and analyse them from the perspective of a cultural manager
CE30. - Acquisition of the necessary tools for the dissemination of cultural products

1st OPPORTUNITY: In this process of termination of the degree offer, the evaluation will be carried out exclusively through the grade obtained in the final exam, in which the acquisition of the contents and skills of the subject will be assessed and carried out on the date established by the Faculty Secretary.



2nd OPPORTUNITY: In this process of termination of the degree offer, the evaluation will be carried out exclusively through the grade obtained in the final exam, in which the acquisition of the contents and skills of the subject will be assessed and carried out on the date established by the Faculty Secretary.



In cases of fraudulent exercises or tests, the provisions of the “Regulations for evaluating the academic performance of students and reviewing grades” will apply.

The evaluation of this subject, both in the first and in the second opportunity, will be the result of adding:

(a) the grade obtained in the continuous evaluation of the student, which will account for 50% of the final grade. For this purpose, the evaluation of the activities and projects carried out by the students will be taken into account, which can be developed individually or in groups; as well as the participation of the students in the debates and virtual forums proposed throughout the course.

b) the grade obtained in the final exam, which will represent 50% of the final grade.

It is obligatory to attend the final session of the exam in person, both in first and second opportunities.

The course has a total of 3 ECTS credits. The total working hours are distributed according to the following distribution:

In-person activity: theoretical classes for the presentation of contents and their discussions___ 7 hours
Distance learning activity: individual student learning ___ 66 hours
In-person activity: tutorials to guide in theoretical-methodological issues ___ 2 hours