CULTURAL HERITAGE TOURISM AND MARKETING
Learning outcomes of the course unit
The cultural industry, cinema, theatre, television, music, visual arts and publishing are becoming increasingly important. The demand for artistic and cultural products is expanding, touching wider and wider segments of the population. The economic implications of artistic activities are therefore also increasing in importance: They can condition tourism, revitalise urban areas and create new job opportunities. The new technologies are also investing in this sector, revolutionising more traditional production, distribution and communication methods. The aim of the course is to describe how Italian cultural organisations can respond to the new international competitive pressure and use marketing variables to catch the attention of the consumer and attract resources.
Course contents summary
The artistic heritage supply system
Cultural companies and marketing
Products of the cultural industry
The cultural industry market
The demand structure of cultural products
Market segmentation of artistic and cultural goods
Positioning of artistic and cultural goods
The price variable
Distribution of artistic and cultural goods
Communication and sponsoring of artistic and cultural activities
Information systems and market research for cultural organisation
Planning and control of cultural organisation marketing
F. Colbert, Marketing delle arti e della cultura, Etas, Milan, 2000
The course is delivered through oral lessons and the presentation of case studies.
The written exam may be followed by an oral interview.