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Course 2019-2020 a.y.


Department of Marketing

Course taught in English

Go to class group/s: 19

ACME (6 credits - I sem. - OB  |  SECS-P/08)
Course Director:

Classes: 19 (I sem.)

Lezioni della classe erogate in presenza

Mission & Content Summary

The course aims at addressing the management of the interactions and relationships between firms operating in artistic contexts and customers (visitors/audience). This topic is addressed by paying attention to the particular features of the artistic and cultural marketing: since even these industries are involved in the typical economic evolutions of the business world, the managerial practices of interactions and relations with the market must be taken into account and rethought. The course aims at developing the professional competencies that are needed to manage the moment of interactions and relationships with the customer base. In particular, the goals of the course are the following: - To discuss the evolution of the market and the necessary evolution of the marketing strategies and policies in the arts. - To propose models and tools to manage customers’ relationships in the hedonic context. - To support the student in the definition of a marketing plan for cultural institutions operating in the market.


During the course we address the following contents:

  • The economic evolution towards experiences and its impacts on the markets.
  • New approaches to market: investing in interacting and relating with the clients.
  • The management of the interactions: the experiential marketing.
  • The benefits of the managing of the consumption experience: Customer satisfaction.
  • Analyzing, measuring and managing customer satisfaction.
  • The Dynamic model of customer loyalty.
  • Customer Relationship Management processes.
  • Loyalty management: principles and managing tools.
  • The Loyalty programs.
  • How to create a Marketing Plan in Customer Institutions.
  • The role of Emotions in Marketing the Arts (PAD Model).

Intended Learning Outcomes (ILO)
At the end of the course student will be able to...
  • Identify the main differences between the functional and the experiential perspective in marketing.
  • Destinguish the phases and their importance in the marketin plan process (market analysis, marketing strategy and performance measurement).
  • Understand the importance of relating with customers (audience or visitor) in order to reach a loyal relation.
At the end of the course student will be able to...
  • Draw the structure of a marketing plan related to the arts industry.
  • Measure the benefits of a CRM approach applied in the field of the arts.
  • Create a loyalty program.
  • Create a marketing strategy based on the experiential differentiation.

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Company visits
  • Exercises (exercises, database, software etc.)
  • Group assignments
  • Interactive class activities (role playing, business game, simulation, online forum, instant polls)

During the course, in addition to face-to-face lectures, the following activities are completed:

  • Guest speakers in class by managers and entrepreneurs in the art and cultural sectors on the topics of marketing planning and CRM management. These talks allow students to understand the main trends in the cultural sector and how to understand the needs of intermediate with customers.
  • Exercises in the databases available at the Bocconi Library used for analyzing the market and important for completing the field project. These exercises allow students to effectively complete the most important analyses.
  • Analysis of several guided incidents on marketing and management of cultural companies/institutions, that allow students to apply the concepts and models that were shared during the face-to-face lectures.
  • A group assignment that consists of creating a marketing plan for a cultural institution. This assignment is useful for applying the most important management and analytical knowledge developed during the course.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  •     x
  • Peer evaluation
  •     x

    Grades for attending students are computed as follows:

    1. Group project (Marketing plan): 60%
    2. Written Final examination: 40%
    3. Peer evaluation can be applied to the final grade.

    Grades for Non attending students are computed on the basis of the final written examination (multiple choice and open questions). 

    Teaching materials
    • L. HILL, C. O'SULLIVAN, T. O'SULLIVAN, B. WHITEHEAD, Creative Arts Marketing, Routledge, 2018, 3rd ed. (only selected chapters).
    • Slides and other teaching material uploaded to the Bboard platform.

    To prepare th exam students have to study entirely the following texts:

    • L. HILL, C. O'SULLIVAN, T. O'SULLIVAN, B. WHITEHEAD, Creative Arts Marketing, Routledge, 2018, 3rd ed. (all the chapters).
    • D. O'REILLY, F. KERRIGAN (edited by), Marketing the Arts, A fresh approach, Routledge, 2010.
    Last change 06/06/2019 09:25