Promotion, Marketing and SponsorshipLaajuus (3 ECTS)

Objective

The objective is deepen the student’s skills in marketing and promotion, to learn the independent use of the means of marketing and advertising and to learn to regard marketing as a main facilitator of developing cultural activities. Sponsorship is regarded both from the perspective of the object of sponsorship and as part of the marketing and marketing communications of the sponsoring organization.

The student will be familiar with marketing, the various means of marketing communications and the methods of advertising, and will be able to choose from among them the ones suited to the situation and objectives at hand. The student will have an understanding of the sponsorship process and the role of sponsorship from the perspective of the sponsor and will able to offer his/her own cultural competence in commercialized form for the needs of companies. The student will also be able to collaborate with advertising agencies.

Content

The marketing and media plan
The field of advertising
Sponsorship from the perspective of the cultural manager
Sponsorship from the perspective of the sponsor
Marketing communications
Marketing communications in event production
Promotion and marketing in cultural affairs
The marketing of competence

Qualifications

Completion of the courses in event information and the basics of marketing and advertising

Assessment criteria, satisfactory (1)

The student recognizes the principles of marketing. marketing communicatios and methods of advertising. The student understands the sponsorship process and the role of sponsorship from the perspective of the sponsor.

Assessment criteria, good (3)

The student knows the principles and models of marketing, marketing communications and methods of advertising. The student understands the sponsorship process and the role of sponsorship from the perspective of the sponsor and is able to offer his/her competences for the need of companies. The student is able to collaborate with advertising agencies.

Assessment criteria, excellent (5)

The student has an excellent know-how in marketing, marketing communications and methods of advertising, from which the student is able to choose the ones suited to the situation. The student understands the sponsorship process and the role of sponsorship from the perspective of the sponsor and is able to offer his/her own competences in commercialized form for the need of companies. The student will also be able to collaborate with advertising agencies.