MMC II Learning Reflections

Marketing , Media & Communications II Learning Reflections:

I have worked in a marketing role for several years but without any formal training. I hope to gain the framework for arts marketing to supplement the working knowledge that I already have attained. Hopefully at the end of the course I will have a renewed confidence in my marketing/communication abilities in which my experiences in the field are supplemented by more concrete understanding of marketing tactics.

Reflection: I have definitely gained a more concrete idea of what marketing really is…I think more than anything, the course has broadened my idea of marketing, moving it away from this idea of “promotion” to a larger, more holistic idea of “branding,” “development” and “identity”. In this way, marketing becomes something entirely different. It becomes completely embedded in all of the communication and outreach of the organization at every level. I feel somewhat stronger in my marketing abilities, but definitely have a deeper knowledge of marketing strategies and all of the aspects of the surrounding environment that must be taken into consideration to build an effective marketing plan. 

One thing that I have not had the knowledge to really do yet is to develop a formal marketing plan. I look forward to learning the specific elements of such, what one must take into consideration before the development of the plan, and how to develop an effective marketing strategy.  Specifically, a strategy that is responsible to organizational needs as well as to developments in technology and new marketing methods.

Reflection: I have a much better understanding of what a marketing plan should look like. It was a big realization for me when I started to come to terms with the fact that marketing isn’t about promotion, but rather understanding the audience and environment in which the organization is situated, and how they can most effectively reach that audience with clear objectives. I now know that the purpose the marketing plan is to essentially identify all of the external and internal factors and then determine the best way for the organization to conduct its outreach and achieve its goals. There is no one-size-fits-all formula, but rather each marketing plan is entirely dependent on the individual organization.

I would like to have a more refined marketing vocabulary and a more diverse tool belt. This includes knowing of mare marketing instruments and the situations in which to use them. I also want to have a better idea of the effectiveness of these tools and how to evaluate their effectiveness. It has always been my experience that evaluation of success is one  of the most challenging aspects of marketing. Sometimes it is very difficult to gauge. I also want to discover more creative marketing methods and strategies and the framework to consider when developing more nontraditional strategies.

Reflection: My tool belt has definitely broadened. I have greater knowledge of the marketing world in general, what it means to “market” or “brand” an organization and how communication and outreach come into play. I also am equipped with a greater variety of strategies and resources and now I know what to look for when developing marketing strategies from the ground up. Start with situation, the organization and its objectives. Then determine how to get to the finish line.

Lastly, I want to have a better understanding of the role of marketing within arts organizations, as well as possibly within the different kinds of arts organizations. What are the things different in each one that must be considered? What is the same? How do marketing professionals be successful even while oftentimes up against a very tight budget?

Reflection: Holy cow…why did I have to write so many questions??? My understanding of marketing has really broadened throughout this process, and I realize now that marketing is more a way of communicating about the mission and purpose of the organization rather than a sneaky method of getting people to come in the door or buy a product. The best marketing tells a good story, without high pressure tactics. It relies on careful analysis of situational factors inside and outside the organization to determine the best strategies to reach specific audiences. Successful marketing is not limited to the work of one individual in in the Marketing & Development department. It is embedded in the communication of everyone who represents the organization and it infiltrates all communications. It can also be manifested in a huge variety of mediums and methods from experimental, creative guerrilla strategies to carefully composted press releases and interviews. No matter how small the budget, there is always an opportunity to improve marketing and communication, and money doesn’t necessarily equate to successful outcomes. But creativity and ingenuity certainly can.