100% Original, Plagiarism Free, Tailored to your instructions

Order Now!

Assignment One: Case study Arts Marketing Theory & Practice

Assignment One: Case study Arts Marketing Theory & Practice
NB: Make sure your NAME is on the front page of your assignment
Arts marketing makes use of a range of marketing tools and approaches. Some of these marketing techniques are unique to the arts sector, others are modified or adapted for use in the arts, while some are taken directly from the commercial sectors.
This assignment asks you to consider how marketing is applied in the arts by comparing arts marketing theory with arts marketing practice. Students are required to select a case study (i.e. a ‘real life’ arts marketing project) and consider the extent to which this case study conforms to, or differs from, arts marketing theory—and the reasons why.
Your knowledge of arts marketing theory will be based on extensive reading and study of the literature made available through this Unit: Study Guide, readings, journal articles, handbooks and textbooks. Your knowledge of the practice of arts marketing will be based on research into the case study/ project you’ve selected: reports, websites, case study accounts.
The aim of this assignment is to consider the extent to which arts marketing theory is found in the ‘real world’ practice of arts organisations. Does your case study demonstrate the practical application of arts marketing theory, or is what actually happens in arts marketing work quite different? What supports or hinders the application of arts marketing theory? Is arts marketing theory more relevant to certain situations or types of arts organisations?
NB: your aim in this assignment is not to develop a list of recommendations for the arts marketing case study. This essay should focus on comparing arts marketing theory and practice as demonstrated in your case study.
Your essay should:
• Select ONE case study (i.e. a ‘real life’ example) of arts marketing practice;
• Consider the case study in relation to ONE of the six aspects of arts marketing theory (listed below);
• Analyse the similarities or differences between the theory and practice;
• Draw conclusions as to why these similarities or differences between theory and practice are observed; and
• Cite references using the Harvard referencing system. For referencing assistance see:
The Six Aspects of Arts Marketing Theory
For your essay choose ONE arts marketing aspect from:
1. Market segmentation
2. Audience development
3. Pricing
4. Branding
5. Promotion and
6. E-marketing
Assessment criteria
Your case study assignments will be assessed according to the following criteria (see the marking rubric on CloudDeakin for more detail):
Assessment Criteria
Linked Graduate Learning Outcomes (GLO)
Max. points
Demonstrate understanding of arts marketing theory
GLO 1: Discipline specific knowledge
Critical analysis of the use of arts marketing in your case study
GLO 4: Critical thinking
Find information appropriate to the task (i.e. research into arts marketing theory and the case study)
GLO3: Digital literacy
Communicate information accurately, and in a logical and organised way
GLO2: Communication
/total score 40
Finding case studies
Along with projects you might have worked or volunteered on, the following sources will assist in finding a case study for your assignment:
• Arts and cultural organisations you work for, or volunteer with, may provide case studies for this assignment. Make sure any internal documents or reports you refer to are cited where necessary and included in your bibliography;
• Arts Queensland Case Studies: http://www.arts.qld.gov.au/publications/case-studies.php
• Australia Council Marketing resources: http://2014.australiacouncil.gov.au/resources/subject/marketing
• Australia Council National Multicultural Arts Case Studies: http://2014.australiacouncil.gov.au/resources/reports_and_publications/subjects/culturally_diverse_arts/who_goes_there_national_multicultural_arts_audience_case_studies
• Innovative arts marketing edited by Ruth Rentschler (Rentshler R (ed.) 1999, Innovative arts marketing, Allen & Unwin, St. Leonards, N.S.W.) contains a number of arts marketing case studies that might be useful. Visit the relevant arts organisation’s website to make sure that you have up-to-date information for your study.
• Regional Arts Marketing Case Studies: http://2014.australiacouncil.gov.au/resources/reports_and_publications/subject
s/regional_arts/miles_ahead_marketing_that_works_in_regional_australia [while this publication is a little old now, some quick desk research might be an easy way to update what you can discuss about these arts organisations and their work]
Notes on undertaking a theory and practice case study
In order to undertake this analysis you need to develop a strong knowledge and understanding of both your case study (arts marketing example) and the theory of the marketing aspect you have selected (i.e. market segmentation, audience development, pricing, branding, promotion or e-marketing).
Information about arts marketing theory can be gained from journal articles, textbooks, handbooks and arts marketing websites. Extensive reading is required to develop a strong understanding of arts marketing theory—the more you read about your selected arts marketing aspect the better. Information about your case study can be gained from organisational websites, marketing plans, annual reports, project evaluations etc.
Your analysis will consider the extent to which the theory and your case study overlap. This will lead you to one of three possible findings/conclusions, which will shape your discussion as follows:
Finding 1: Some overlap between theory and case study
In this situation, reflect on which parts of arts marketing theory are or aren’t demonstrated in the case study, and why this might be the case. For example are there some contexts in which the theory is more relevant? Do some aspects of the theory provide challenges or concerns for arts organisations? Are there specific skills or resources in the arts organisation that support or hinder the application of the theory?
Finding 2: Theory is not demonstrated in case study
If there is no overlap between the theory and your case study, consider issues such as the context or artform for which the theory has been developed, resource or governance constraints of the organisation, the dilemma between a ‘product-led’ and ‘target-led’ approach to arts marketing.
Case study
Case study Theory
Finding 3: Case study fully demonstrates theory
If there is complete (or nearly complete) overlap between arts marketing theory and your case study, discuss issues such as the context and organisational situation that support the implementation of the theory. What are the elements of the theoretical framework that enable its implementation and application within your case study? What in the arts organisation has supported the application of the theory?
Case study

Our Service Charter

  1. Excellent Quality / 100% Plagiarism-Free

    We employ a number of measures to ensure top quality essays. The papers go through a system of quality control prior to delivery. We run plagiarism checks on each paper to ensure that they will be 100% plagiarism-free. So, only clean copies hit customers’ emails. We also never resell the papers completed by our writers. So, once it is checked using a plagiarism checker, the paper will be unique. Speaking of the academic writing standards, we will stick to the assignment brief given by the customer and assign the perfect writer. By saying “the perfect writer” we mean the one having an academic degree in the customer’s study field and positive feedback from other customers.
  2. Free Revisions

    We keep the quality bar of all papers high. But in case you need some extra brilliance to the paper, here’s what to do. First of all, you can choose a top writer. It means that we will assign an expert with a degree in your subject. And secondly, you can rely on our editing services. Our editors will revise your papers, checking whether or not they comply with high standards of academic writing. In addition, editing entails adjusting content if it’s off the topic, adding more sources, refining the language style, and making sure the referencing style is followed.
  3. Confidentiality / 100% No Disclosure

    We make sure that clients’ personal data remains confidential and is not exploited for any purposes beyond those related to our services. We only ask you to provide us with the information that is required to produce the paper according to your writing needs. Please note that the payment info is protected as well. Feel free to refer to the support team for more information about our payment methods. The fact that you used our service is kept secret due to the advanced security standards. So, you can be sure that no one will find out that you got a paper from our writing service.
  4. Money Back Guarantee

    If the writer doesn’t address all the questions on your assignment brief or the delivered paper appears to be off the topic, you can ask for a refund. Or, if it is applicable, you can opt in for free revision within 14-30 days, depending on your paper’s length. The revision or refund request should be sent within 14 days after delivery. The customer gets 100% money-back in case they haven't downloaded the paper. All approved refunds will be returned to the customer’s credit card or Bonus Balance in a form of store credit. Take a note that we will send an extra compensation if the customers goes with a store credit.
  5. 24/7 Customer Support

    We have a support team working 24/7 ready to give your issue concerning the order their immediate attention. If you have any questions about the ordering process, communication with the writer, payment options, feel free to join live chat. Be sure to get a fast response. They can also give you the exact price quote, taking into account the timing, desired academic level of the paper, and the number of pages.

Excellent Quality
Zero Plagiarism
Expert Writers

Instant Quote

Single spaced
approx 275 words per page
Urgency (Less urgent, less costly):
Total Cost: NaN

Get 10% Off on your 1st order!