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1 Marketing the Arts AMG 3520 Purchase College Summer 2015 Instructor: Barbara Escobar Office Hours: Updated regularly in Moodle Syllabus Course Description Provides an overview of fundamental marketing concepts and strategies relevant to promoting artists, events, and creative products. Topics include market research, audience development, traditional advertising, digital campaigns, public relations, branding, strategic partnerships, and grassroots initiatives. Using real-world examples and current trends, students develop foundational knowledge of the theory and practice of arts marketing. By the conclusion of the course, students will be able to: Identify the target market for a particular campaign Create a basic marketing plan Identify effective and brand consistent marketing materials in print and online. Integrate digital marketing into a marketing plan. Integrate media coverage into a marketing plan. Integrate strategic partnerships and events into a marketing plan. Course Materials Course materials are all available electronically on Moodle. All course materials are required. Purchase College Academic Integrity Policy The Purchase College Academic Integrity Policy explicitly forbids cheating, plagiarism and other forms of academic dishonesty. Plagiarism is the appropriation or imitation of the language, ideas, and/or thoughts of another person and the representation of them as one's own original work. Students are responsible for familiarizing themselves with the definition of plagiarism and the acceptable methods of attribution. Violation of any of the above may lead to formal disciplinary action and the following sanctions: Minimum Sanction: Failing grade on the assignment or examination. Maximum Sanction: Expulsion Recommended Sanction (First Offense): Failing grade for the course Recommended Sanction (Second Offense): Expulsion

2 Students who have any questions or doubts about whether any activity is academically permissible, should check with the instructor first. Documented Disabilities Students with documented physical, learning, psychological and other disabilities are entitled to receive reasonable accommodations. If a student needs accommodations, he or she must first register with the Access and Accommodations Office; please call or You can find a description of services provided by the Access and Accommodations Office at: Moodle is ADA compliant; you can find the accessibility at: Course Requirements A microphone is helpful for your participation (on your computer, laptop, or mobile device) Based computer and internet skills. You are required to have Twitter and Facebook accounts prior to beginning the course. Sign up: Twitter: https://twitter.com/signup Facebook: https://www.facebook.com/home.php If you are concerned about privacy, refer to each site's "help" pages for details on controlling your privacy settings. Your Purchase Account: Regular use of your Purchase account is required, so you please check your regularly. You must keep your account active and make sure there is room for incoming messages. Not checking your regularly and messages not received because your mailbox is full are not excuses for being ignorant of materials and assignments sent by . Go to https://www.purchase.edu/passwordreset to activate your account. Moodle: An on-line course management system called Moodle will be used for assignments, announcements, and learning resources used in this course. All students are required to participate in the Moodle assignments; it will be assumed that all announcements on this site have reached you, so be sure to check it frequently. Go to and review the Moodle tutorial, designed to help you become familiar with how to use Moodle.

3 To access your course in Moodle, first set up your Purchase account if you have not done so already; log in with your Purchase username and password at (do not Your course will appear on the left side of the page under My Courses. Set up your profile: Profile button from the Administration box on the left side of our class page; select the edit profile tab at the top, upload a profile image, which is very important for our online community; you can also add other biographical and personal info about yourself and personalize course tracking features. Also in the administration box, you will see a link to the gradebook where you may check on your grades on the Moodle quizzes and forums. For technical/ assistance, CTS: (914) or For Moodle specific questions, Assignments and Grading: 1. Weekly Discussions (50% of grade): You will be asked to respond to questions related to the week's course materials, with at least two responses to each question by Thursdays at 10 am EST, and Sundays at 5pm EST. You're encouraged to contribute more to incite discussion among classmates, and contributions that are especially excellent will receive an extra point. Posts made after the deadlines will automatically lose 1 point. Posts made in addition to your 2 required posts to a question, are welcome at any time and will be considered in determining your final grade. Refer to the Discussion Rubric in Moodle for grading guidelines and participation expectations. 2. Deliverables / Written Assignments (50% of grade): 2-3 page written assignments related to your case study organization. Students will be expected to: Address all questions in the assignment Draw upon course materials and other resources (articles, interviews, other media, outside of the course materials) Use case study organizations as examples. Demonstrate good spelling, grammar, and writing skills Cite references using APA guidelines. Refer to: https://owl.english.purdue.edu/owl/resource/560/01/ for guidelines. Assignments Include (281 possible points, each assignment carrying 10% equal weight): Case Study Organizations (5 points) Competition Evaluation (56 points) Promotional Analysis #1 (70 points) Promotional Analysis #2 (70 points) Partnered Event Proposal (80 points)

4 Course Schedule Week 1: June 8-14 Section 1: What is Marketing? Assignment: Case Study Organization Deadline: Wednesday, June 10, 11:59 pm EST Section 2: The Marketing Mix Week 2: June Section 3: Knowing Your Audience Section 4: Current Arts Audiences Week 3: June Section 5: Mission Statements and Self-evaluation Section 6: Competition and Positioning Assignment: Competition Evaluation Deadline: Sunday, June 28, 11:55 pm EST Section 7: Creating a Marketing Plan Section 8: Measuring Success Week 4: June 29-July 5 Section 9: Promotion Channels Section 10: Effective Marketing Language and Design Assignment: Promotional Analysis #1 Deadline: Monday, July 6, 11:55 pm EST Section 11: Earned Media: Obtaining Press Coverage Week 5: July 6-12 Section14: Digital Marketing Assignment: Promotional Analysis #2 Deadline: Sunday, July 12, 11:55 pm EST Section 15: Social Media and Community Engagement

5 Week 6: July Section12: Strategic Partnerships Section 13: Events and Word of Mouth Week 7: July Assignment: Partnered Event Proposal Deadline: Thursday, July 23, 11:55 pm EST

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