Marketing for the Creative Industries

Code:

CGIC04

Acronym:

MPIC

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2023/2024 - 2S

Active?	Yes
Responsible unit:	Department of Communication and Information Sciences
Course/CS Responsible:	Communication and Management of Creative Industries

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MCGIC	20	MCGIC - Study Plan	1	-	9	52	243

Teaching language

Portuguese

Objectives

The students become capacitated and motivated to achieve the following goals:

 

• Introduce concepts and fundamental problematics related to market analysis and the role of marketing in the identification of needs related to products and services of the cultural, creative and media
• Understand to the theoretical and practical level the role of media and advertising, audience and its application for the marketing management of companies and projects, including non­profit
• Prepare the students with theory and practical knowledge that allow the elaboration of a marketing plan supported by market research, including the identification of statistical data and creation of performance indicators of the
• Stimulate the critical and conceptual capacity articulated with theory and practice;
• Develop a close relationship between the student and the creative job market;
• Potentiate the participation in class and development of practical works;

 

Learning outcomes and competences

• This discipline has as main goal the development of competences in the area of strategic and operational marketing applied to creative, cultural and media organizations, companies and projects. Therefore, the program approaches subjects related to policies, strategies, tactic and other practices of marketing applied to the creative sector in general. In this sense, the expositive function is an irreplaceable element, as it constitutes a basic way of transmitting knowledge to the student. However, the lecture method is supplemented with other methodological strategies, which is why we will appeal, sometimes, to the analysis of case studies, project creation and realization of guided readings, as well as other techniques that enhance learning and sharing knowledge among teachers and students. The students will be evaluated by the contribution in the debate, as well as through practical activities.

Working method

Presencial

Program

The sessions will be divided in three main levels of approach: 1) parallelism between the principles of marketing applied to industries and the specificities of the creative and cultural industries; 2) emphasis in the several domains related to applying best practices of marketing and research system of markets; 3) application of knowledge to the elaboration of a business plan. The following themes will be approached:

• Main aspects of the evolution of concepts and marketing practices
• Evolution and centrality of marketing in cultural organizations
• Segmentation, targets, positioning and value creation through marketing
• Strategic planning in marketing and market analysis
• The marketing environment, audit and strategic analysis models
• Techniques and research systems in marketing
• and markets Competitiveness, brand management and marketing plan
• he strategic management of the brand as competitiveness factor
• Marketing­mix, digital marketing, traditional media and new media

Mandatory literature

Hill; Hill, Liz; Catherine O'Sullivan & Terry O'Sullivan. (1995, 2003): “Creative Arts Marketing”. Elsevier, Burlington

Teaching methods and learning activities

The  students must do the following works:

 

• Mandatory readings. The teacher will present a book, study or scientific paper in the field of marketing of creative, cultural and journalistic companies and projects, which main ideas should be developed with complementary
• Practical work: The students will be orientated to develop a marketing plan for a project related to creative industry (press, radio, TV, books, cinema, music, theatre, dance, museums, for example), where it will be described all the strategic and operational policies, and other fundamental aspects for the project or
• Research The students must write individually a research work ­ or case study about one of the themes to be proposed by the teacher in the field of marketing applied to creative, cultural and journalistic industries.

 

The students who don’t get approval can submit for final evaluation through exam.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Participação presencial	10,00
Trabalho escrito	90,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	44,00
Estudo autónomo	32,00
Frequência das aulas	54,00
Trabalho escrito	32,00
Total:	162,00

Eligibility for exams

Group work - 30%
Research work (individual) - 40%
Exam - 30%


or 

Exam - 100%

Calculation formula of final grade

10 % +participation plus 90 % final paper