Promotion and Advertising


HEC Montréal, Montréal, Canada
Between January and April

This course is aimed at developing managerial skills in marketing communication by demonstrating the range of communications options available to cultural organizations and the cultural industries today. It familiarizes students with the decisions that must be taken when developing integrated marketing communication strategies, always in the specific context of the arts field. The course presents the issues currently facing marketing communication specialists, such as how to define the new relations between agencies, the media, and cultural entities and how best to address the phenomenon of social media.