Mktg, Media, Comm | AAD 610

This class is part of a required two-course sequence that introduces students to practical and theoretical issues delineating ways in which media, marketing, and communication intertwine in arts and culture sector work. While emphasizing current concerns with digital culture and emergent technologies, we will explore the historical arc of practices and strategies constituting marketing, design, and the deployment of various technologies for arts and culture programming. Taking on marketing approaches, communications strategies, delivery technologies, creative tools, and archiving mechanisms, we will read widely and discuss critically the issues central to arts management across varying contexts. We will also develop and refine skills in marketing and communication through hands-on projects that synthesize readings and tools, while visits by professionals across a range of settings will give us opportunity for mentorship and advice. The goal is for us to move through these resources toward praxis—the translation of idea into action—preparing us to work effectively and efficiently with media in the arts and culture sectors. For the first course in the sequence, such preparation will manifest in a robust marketing plan for an arts or cultural organization. This plan will form the basis for assignments and activities will be undertaken in the second course of this sequence.

Learning Goals

Survey

Brands

Organization Questions

Logo Draft

Collateral Part I

Poster Draft

Port Discovery Collateral

Port Discovery Ad Display

Port Discovery Event Poster

Personal Learning Environment

Port Discovery-Case Study

Port Discovery Graphic Standards

Reflections on Goals