Marketing Strategies in Creative Industries (472-0-1)

Instructors

Olga Kamenchuk Nisbet

Meeting Info

Frances Searle Building 1441: Thurs 9:00AM - 11:50AM

Overview of class

Strategic communication and promotion plays a crucial role in the success of creative enterprises. Without the engagement of customers, the creative product remains unappreciated and unsustainable. This course introduces students to the most contemporary theories and practices associated with consumer-centered strategic communication, often known as Integrated Marketing Communications (IMC). We focus on providing the necessary knowledge and skills in branding, segmenting audiences and consumers, understanding consumer behavior, strategic message design, and leveraging paid, owned, and earned media for successful promotion of the creative enterprise. These fundamentals are supplemented with specific scholarship and case studies related to the creative enterprise. By the end of the course, students will have a broad understanding of IMC for creative enterprises and experience in developing the major components of an IMC plan.

Class Materials (Required)

Kalb, Bonita, M. (2020). Marketing Strategy for the Creative and Cultural Industries (2nd Edition)*. New York: Routledge. ISBN-13: 978-0367419776
*1st edition may be available for discounted price, but may not contain 100% of the material covered in this course.