Arts Marketing (Communications for the Arts) – Report
Order Description
For my final assignment in my third year of university we are supposed to: Select an arts organisation of your choice (Please consult with me when you have chosen an
arts organization, I would prefer it to be something I know of or is very known to everyone….) . This can be chosen from any arts sector such as the Visual Arts,
Music, Film, Museums, Heritage, Theatre, Opera, Dance, Literature etc and from any country.

Then you are supposed to critically evaluate the effectiveness of their overall marketing strategy (and/or a particular marketing campaign). So basically you may talk
about their overall marketing strategies or choose a specific campaign… Also describe their arts marketing activity for the previous year and evaluate the
effectiveness of their marketing strategy in practice. You are then required to make recommendations on how their arts marketing activity should be developed over the
next twelve month period.

Using relevant marketing analysis and communication auditing and research tools review the organisations markeing and communications activity. This SHOULD include
examples such as: PEST/SWOT/situation analysis, competitor analysis, analysis of segmentation, buyer behaviour, brand positioning, role of branding, media,
communications and marketing evaluation and research and communication integration issues. Please, you must demonstrate and use your own judgement to choose
appropriate secondary and/or primary research methods to undertake your review and analysis and prove their credibility.

The marking scheme basically goes as follows ( I will add the file again later, which will be found in the MODULE HANDBOOK):

80% Review and Analysis

Evidence of situation analysis, organisational or sector issues, evidence of sectoral research, understanding of organisational objectives, key messages, market
segmentation, pricing, product development, positioning, role of branding, clear theoretical basis for analysis and review.

20% Recommendations

Appropriateness of recommendations suggested for chosen arts organisation (or campaign), relevance and appropriateness of communications strategies or tactics
recommended and why. Integration of approach, creativity of approach, judgement and choices appropriate and linked to analysis and review, clear theoretical basis for
proposals, clear time-scales, budgets and evaluation.

Further, I will add 3 past examples of this report for this class/module. Please follow the same style and structure as past students have used. I will further
elaborate on the structure etc. in the additional files. Please read through every single file I provide you with. This is my most important assignment so far.