Cultural Marketing
There is no question if a novel is amusing, it wins the approval of a public… I believe, however, that to say “if a novel gives the reader what he was expecting, it becomes popular” is different from saying “if a novel is popular, this is because it gives the reader what he was expecting of it”. The second statement is not always true. Umberto Eco
One of marketing’s most relevant axioms is that to be successful a product must satisfy some need or desire in the marketplace. Conventional marketing wisdom holds that a customer orientation provides a firm with a better understanding of its customers, which subsequently leads to enhanced customer satisfaction.
Then traditional marketing is considered as a process associated with promotion for sale goods or services, and considered a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others. Therefore it’s a market-focused marketing.
Cultural marketing is, generally, considered a process associated with promotion for sale cultural goods or cultural services, considered a social and managerial process by which managers search the audiences for their cultural goods and services. Therefore cultural marketing, generally is product oriented
This seminar is designed to observe the delimitation of cultural marketing from a general and traditional marketing perspective, underlining specificities and special goals, as well as observing specific challenges, cultural marketing now days has to face.
The structure of this seminar is organized in four modules; the first one is based on theoretical background of traditional and cultural marketing; the second one focuses on the elements of marketing mixt; the third one is based on the marketing plan and their characteristics in museums, events as well as in performing arts; and the last module focuses on four different case studies.
Objectives
The purpose of this subject is to describe the basic principles of marketing, as well as its importance to the strategic decisions that are to be taken in cultural organizations.
- Knowing the main concepts related to marketing
- Analyzing the presence of marketing in cultural organizations
- Determining its objectives and fields of application in the cultural domain
Course directors and coordinators
Director
Christoph Pasour
Mr Pasour is a TV Producer. He holds a degree in Art History and Media Studies from the Freie Universität Berlin (Germany) and also Edinburgh University (UK). He has authored articles for newspapers and magazines on media art and cinematography. He was the project manager and curator at the Museum for Cinematography in Potsdam, Germany; commissioning Editor in the film department of the 3sat cultural television channel (Germany/Austria/Switzerland). He has also been involved in script development (fiction/non-fiction) for production companies in Berlin and Hamburg. He has been a producer/author on documentaries since 2005 for production companies in Berlin, Hamburg and Barcelona for broadcasters such as ARTE, 3sat, ARD, ZDF, RAI, YLE, TV3. He currently is the director of the University Master's Degree in Cultural Management at UIC Barcelona.
Coordination
Claudia Balboa Salas
Degree in Conservation and Restoration of Cultural Heritage from the University of the Basque Country (2014) and University Master's Degree in Cultural Management from the Universitat Internacional de Catalunya (2015). She has worked as a cultural manager at the Cervantes Institute in Beijing and collaborated with various companies and institutions in the design of cultural projects and exhibitions. She also participated in the conceptualisation of the infrastructure development plan for Langyuan Station in Beijing, to transform this industrial area of Pekin into a space for Culture and Creative Industries in the country. After her experience in China she returned in October 2018 to Spain, as director of the Rioja Wine Cultural Centre, a historic building linked to wine tourism. As interim civil servant of the City Council she developed the Master Plan and cultural, social and training programme for the reopening of the facility. In 2020 Claudia established herself as independent cultural consultant and she collaborated with the Langyuan New Times Culture in the definition of the cultural development plan and a new urban space for the Music and Performing Arts in Wuzhen. She also provides services to mono office architecture studio production of artistic projects, such as “I Want to be the Future: The Anatomy of Technological Seduction,” developed together with the Chinese artist Cao Fei, for the Whitechapel Gallery in London and the Alserkal Avenue in Dubai. She currently coordinates the Postgraduate Studies in Cultural Management at UIC Barcelona.
Teachers
Christoph Pasour
Mr Pasour is a TV Producer. He holds a degree in Art History and Media Studies from the Freie Universität Berlin (Germany) and also Edinburgh University (UK). He has authored articles for newspapers and magazines on media art and cinematography. He was the project manager and curator at the Museum for Cinematography in Potsdam, Germany; commissioning Editor in the film department of the 3sat cultural television channel (Germany/Austria/Switzerland). He has also been involved in script development (fiction/non-fiction) for production companies in Berlin and Hamburg. He has been a producer/author on documentaries since 2005 for production companies in Berlin, Hamburg and Barcelona for broadcasters such as ARTE, 3sat, ARD, ZDF, RAI, YLE, TV3. He currently is the director of the University Master's Degree in Cultural Management at UIC Barcelona.
Prerequisites & admissions
Request for information and admission
If you are interested in taking this Specialization course at UIC Barcelona, contact the Secretary of the Faculty of Humanities at the following email: secretariahumanitats@uic.es