Assignment One: Case study Arts Marketing Theory & Practice

NB: Make sure your NAME is on the front page of your assignment
Arts marketing makes use of a range of marketing tools and approaches. Some of these marketing techniques are unique to the arts sector, others are modified or adapted for use in the arts, while some are taken directly from the commercial sectors.
This assignment asks you to consider how marketing is applied in the arts by comparing arts marketing theory with arts marketing practice. Students are required to select a case study (i.e. a ‘real life’ arts marketing project) and consider the extent to which this case study conforms to, or differs from, arts marketing theory—and the reasons why.
Your knowledge of arts marketing theory will be based on extensive reading and study of the literature made available through this Unit: Study Guide, readings, journal articles, handbooks and textbooks. Your knowledge of the practice of arts marketing will be based on research into the case study/ project you’ve selected: reports, websites, case study accounts.
The aim of this assignment is to consider the extent to which arts marketing theory is found in the ‘real world’ practice of arts organisations. Does your case study demonstrate the practical application of arts marketing theory, or is what actually happens in arts marketing work quite different? What supports or hinders the application of arts marketing theory? Is arts marketing theory more relevant to certain situations or types of arts organisations?
NB: your aim in this assignment is not to develop a list of recommendations for the arts marketing case study. This essay should focus on comparing arts marketing theory and practice as demonstrated in your case study.
Your essay should:
• Select ONE case study (i.e. a ‘real life’ example) of arts marketing practice;
• Consider the case study in relation to ONE of the six aspects of arts marketing theory (listed below);
• Analyse the similarities or differences between the theory and practice;
• Draw conclusions as to why these similarities or differences between theory and practice are observed; and
• Cite references using the Harvard referencing system. For referencing assistance see:
http://www.deakin.edu.au/current-students/study-support/study-skills/handouts/authordate-harvard.php
http://libweb.anglia.ac.uk/referencing/harvard.htm
The Six Aspects of Arts Marketing Theory
For your essay choose ONE arts marketing aspect from:
1. Market segmentation
2. Audience development
3. Pricing
4. Branding
5. Promotion and
6. E-marketing
Assessment criteria
Your case study assignments will be assessed according to the following criteria (see the marking rubric on CloudDeakin for more detail):
Assessment Criteria
Linked Graduate Learning Outcomes (GLO)
Max. points
Demonstrate understanding of arts marketing theory
GLO 1: Discipline specific knowledge
15
Critical analysis of the use of arts marketing in your case study
GLO 4: Critical thinking
15
Find information appropriate to the task (i.e. research into arts marketing theory and the case study)
GLO3: Digital literacy
5
Communicate information accurately, and in a logical and organised way
GLO2: Communication
5
/total score 40
Finding case studies
Along with projects you might have worked or volunteered on, the following sources will assist in finding a case study for your assignment:
• Arts and cultural organisations you work for, or volunteer with, may provide case studies for this assignment. Make sure any internal documents or reports you refer to are cited where necessary and included in your bibliography;
• Arts Queensland Case Studies: http://www.arts.qld.gov.au/publications/case-studies.php
• Australia Council Marketing resources: http://2014.australiacouncil.gov.au/resources/subject/marketing
• Australia Council National Multicultural Arts Case Studies: http://2014.australiacouncil.gov.au/resources/reports_and_publications/subjects/culturally_diverse_arts/who_goes_there_national_multicultural_arts_audience_case_studies
• Innovative arts marketing edited by Ruth Rentschler (Rentshler R (ed.) 1999, Innovative arts marketing, Allen & Unwin, St. Leonards, N.S.W.) contains a number of arts marketing case studies that might be useful. Visit the relevant arts organisation’s website to make sure that you have up-to-date information for your study.
• Regional Arts Marketing Case Studies: http://2014.australiacouncil.gov.au/resources/reports_and_publications/subject
s/regional_arts/miles_ahead_marketing_that_works_in_regional_australia [while this publication is a little old now, some quick desk research might be an easy way to update what you can discuss about these arts organisations and their work]
Notes on undertaking a theory and practice case study
In order to undertake this analysis you need to develop a strong knowledge and understanding of both your case study (arts marketing example) and the theory of the marketing aspect you have selected (i.e. market segmentation, audience development, pricing, branding, promotion or e-marketing).
Information about arts marketing theory can be gained from journal articles, textbooks, handbooks and arts marketing websites. Extensive reading is required to develop a strong understanding of arts marketing theory—the more you read about your selected arts marketing aspect the better. Information about your case study can be gained from organisational websites, marketing plans, annual reports, project evaluations etc.
Your analysis will consider the extent to which the theory and your case study overlap. This will lead you to one of three possible findings/conclusions, which will shape your discussion as follows:
Finding 1: Some overlap between theory and case study
In this situation, reflect on which parts of arts marketing theory are or aren’t demonstrated in the case study, and why this might be the case. For example are there some contexts in which the theory is more relevant? Do some aspects of the theory provide challenges or concerns for arts organisations? Are there specific skills or resources in the arts organisation that support or hinder the application of the theory?
Finding 2: Theory is not demonstrated in case study
If there is no overlap between the theory and your case study, consider issues such as the context or artform for which the theory has been developed, resource or governance constraints of the organisation, the dilemma between a ‘product-led’ and ‘target-led’ approach to arts marketing.
Case study
Theory
Case study Theory
Finding 3: Case study fully demonstrates theory
If there is complete (or nearly complete) overlap between arts marketing theory and your case study, discuss issues such as the context and organisational situation that support the implementation of the theory. What are the elements of the theoretical framework that enable its implementation and application within your case study? What in the arts organisation has supported the application of the theory?
Theory
Case study