Thriving to realize the objectives as follows, the proposed course curriculum builds on the universal communication model. It aims to examine and dissect the relationship between:
- SENDER: Selling a cultural product in a culturally diverse environment, local/corporate culture and values, marketer perceptions
- MESSAGE: “Speaking the language” of your audience – exploring cultural dimensions
- MEDIUM: Focusing on medium’s relevant to the industry including PR, web + e-marketing, social media
- RECEIVER: WHO is the audience – Global vs. local, etc.
We will explore each element within the context of international arts management with a particular focus on addressing culturally diverse audiences (target markets).