Arts Marketing


HEC Montréal, Montréal, Canada
Between January and April

This course covers key marketing concepts and their application in the cultural sector. It looks at the traditional definition of marketing and discusses the specifics of the marketing approach in the field of culture, including the centrality of the artwork and the artist in any marketing approach. The course considers the company not only in terms of its products but also in terms of its markets, taking into account the cultural specificity of each consumer market based on its demographic profile. Marketing strategies are analyzed from the perspective of commercial variables (product, price, place, promotion) and marketing information systems.