The document provides an overview of the topics that will be covered in a skills training session for arts managers. The session on October 7th will discuss what marketing is according to different definitions, the marketing environment and factors like strategy and audience motivation. It will also cover the features and benefits of marketing the arts. The document outlines key aspects of marketing like the communications, finance, sales and people management functions. It provides examples of how arts organizations describe the role of marketing in introducing art and artists to interested audiences.

1. Foundation Degree - ARTS MANAGEMENT
AM4002/40: Skills For Arts Managers 1
Thursday 7 October:
•What is Marketing?
•Marketing environment
•Strategy & planning
•Audience motivation
•Features & benefits of the arts

2. 1
What is marketing?
Chartered Institute of Marketing:
• Marketing identifies and anticipates customer requirements
• Marketing fulfils customer requirements profitably
Arts Marketing Association:
• Marketing offers and exchanges ideas, goods and services
• Pricing, promotion and distribution of ideas, goods and services

3. 2
MARKETING
Communications Finance Sales
People Management Product Development

4. CARS

5. 4

6. 5
The Artist

8. 7

9. 8
“Conduit of information about art, who
creates it, why, and who will be interested”
Mary MacMenamin (Director, Mainstreet Theatre, Australia)

10. 9
The ‘Arts’ in ‘Arts Marketing’

11. 10
External Business Environment:
Social
Legal
Environmental
Economic
Political
Technological
(SLEEPT)

12. 11
“You have this sense that you’ve got something that
really matters and you want them to have it to”
Jude Kelly (Director, Southbank Centre)

13. 12
List the objections that an artistic director or
curator might put forward to having a marketer
involved in artistic decisions?
Simon Rattle
Trevor Nunn Jude Kelly

14. 13
1

15. 14
Features & Benefits of Spitalfields Music:
http://bit.ly/d1Vyk9

16. 15

17. 16
Next session:
Wednesday 13 October –
Personal introductions