Arts and Culture Management
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

SKY297

Course Name:

Marketing in Art Institutions

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
2	0	2	5

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi ALPER MAZMAN

Course Lecturer(s):

Dr.Öğr.Üyesi ALPER MAZMAN

Course Assistants:

Course Objective and Content

Course Objectives:

This course is designed to explain key principles of marketing to students of art and design management program and to examine differences of applications in art organisations about these principles from others fields.

Course Content:

• To explain marketing management and its key principles
• To analyze the relation between art and marketing and evaluating this relation in terms of the world and Turkey
• To define the structure of art marketing and learning marketing applications in art organisations
• To list the key actors in art markets
• To describe art galleries and illustrate art marketing strategies of galleries
• To summarize approaches about strategic communication role of art in art organizations
• To analyze key studies on art marketing

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) theoretical
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	• Summarize the activities carried out in art galleries • Describe the marketing processes of art galleries • Explain common strategies for marketing artworks	• Art galleries and marketing works of art by galleries
1)	• Introduce the course • Describe the syllabus	Introduction to the course
2)	• Define Marketing • Explain the basics of marketing • Illustrate marketing by discussing various examples	Introduction to marketing
3)	• Define secondary marketing concepts such as social marketing, macro marketing, postmodern marketing etc. • Identify and differentiate secondary marketing concepts	• Secondary concepts on marketing
4)	• Describe and list the problems of marketing • Explain and discuss the approaches to these problems • Discuss methods for solving marketing problems	• Approaches on problems of marketing
5)	• Identify consumer behavior within the context of marketing • Classify consumer types according to their social and economic profiles • Argue how marketing influences consumers	• Marketing and consumer behaviours
6)	• Define marketing components • Describe and illustrate the optimization of marketing components • Explain the politics on products • Discuss the reasons of price decisions	• Optimisation of marketing components, politics on products, price decisions
7)	• Define art marketing • Underline the relations between art and marketing • Compare and contract art marketing to other forms of marketing • Discuss ways of effective art marketing	• Relation between art and marketing, art marketing
8)	midterm exam	midterm exam
10)	• Define and discuss strategic communication role of art • Describe the strategic communication role of art in organisations • Compare and contrast different organizations in terms of art’s communivative role	• Strategic communication role of art in organisations
11)	• Explain a selected key study • Analyze and evaluate the marketing strategies of the selected art institution • Discuss positive and negative aspects of the selected art institution in terms of marketing	• Key Study
12)	• Explain the selected key study • Analyze and evaluate marketing strategies of the selected art institution • Discuss positive and negative aspects of the selected art institution in terms of marketing	research
13)	• Explain the selected key study • Analyze and evaluate marketing strategies of the selected art institution • Discuss positive and negative aspects of the selected art institution in terms of marketing	research
14)	• Explain the selected key study • Analyze and evaluate marketing strategies of the selected art institution • Discuss positive and negative aspects of the selected art institution in terms of marketing	research
15)	presentation before the exam	research
16)	final	final

Sources

Course Notes / Textbooks:	Prof. Dr. A. Hamdi İslamoğlu, Pazarlama Yönetimi (Statejik Yaklaşım), Beta Publications, 2013
References:	Prof. Dr. A. Hamdi İslamoğlu, Pazarlama Yönetimi (Statejik Yaklaşım), Beta Publications, 2013

Course-Program Learning Outcome Relationship

Learning Outcomes	1
Program Outcomes
1) 1- Has knowledge about art culture and aesthetic issues. 2-Has knowledge about art history which is specific to the field of art concerned. 3-Knowledge of art and design materials. 4-Has knowledge about art and design methods and techniques. 5-Has knowledge about legal regulations and procedures in the field of art concerned. 6-Has knowledge about the interdisciplinary interaction with which the related art field is related. 7-Has knowledge about research methods. 8- Has knowledge about methods of artistic criticism. 9-Knowledge of art and science ethics.
2) 1-Provides theory and application integrity. 2. Uses methods and techniques related to the field of art. 3-Evaluates the interaction of the subdisciplines within the field of art. 4-Based on the analysis has the ability to interpret. 5-Develops multi-dimensional perception, thinking, designing, practicing ability. 6-Concrete sensory perception.
3) 1-Works alone, independently and / or within the group, compatible and productive. 2- It takes place actively in project processes. 3-Share the original works about the field with the society and evaluate the results.
4) To be able to evaluate advanced knowledge and skills in the field with a critical approach, - Being able to identify and learn learning needs. - Being able to develop a positive attitude about learning life.
5) To be able to inform related persons and institutions about issues related to the field; to be able to transfer ideas and suggestions for solutions to problems in writing and verbally. - To share ideas and suggestions for solutions to problems with experts and non-experts by supporting quantitative and qualitative data. -To organize projects and activities for the social environment with social responsibility awareness and apply them. - Can use a foreign language at least in the European Language Portfolio B1 General Level to monitor the information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the level of European Computer Use License Advanced level required by the field.
6) - Be able to carry out an advanced study independently of the field. - Being able to take responsibility as individuals and team members to solve complex and unforeseen problems encountered in field related applications. - Planning and managing activities for the development of employees under their responsibility in a project framework.
7) - To comply with social, scientific, cultural and ethical values in the process of collecting, interpreting, implementing and announcing results related to the field. - The universality of social rights, social justice, quality culture and protection of cultural values and having adequate consciousness about environmental protection, occupational health and safety issues.
8) Has knowledge of artistic criticism methods.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	1- Has knowledge about art culture and aesthetic issues. 2-Has knowledge about art history which is specific to the field of art concerned. 3-Knowledge of art and design materials. 4-Has knowledge about art and design methods and techniques. 5-Has knowledge about legal regulations and procedures in the field of art concerned. 6-Has knowledge about the interdisciplinary interaction with which the related art field is related. 7-Has knowledge about research methods. 8- Has knowledge about methods of artistic criticism. 9-Knowledge of art and science ethics.	5
2)	1-Provides theory and application integrity. 2. Uses methods and techniques related to the field of art. 3-Evaluates the interaction of the subdisciplines within the field of art. 4-Based on the analysis has the ability to interpret. 5-Develops multi-dimensional perception, thinking, designing, practicing ability. 6-Concrete sensory perception.	5
3)	1-Works alone, independently and / or within the group, compatible and productive. 2- It takes place actively in project processes. 3-Share the original works about the field with the society and evaluate the results.	5
4)	To be able to evaluate advanced knowledge and skills in the field with a critical approach, - Being able to identify and learn learning needs. - Being able to develop a positive attitude about learning life.	5
5)	To be able to inform related persons and institutions about issues related to the field; to be able to transfer ideas and suggestions for solutions to problems in writing and verbally. - To share ideas and suggestions for solutions to problems with experts and non-experts by supporting quantitative and qualitative data. -To organize projects and activities for the social environment with social responsibility awareness and apply them. - Can use a foreign language at least in the European Language Portfolio B1 General Level to monitor the information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the level of European Computer Use License Advanced level required by the field.	5
6)	- Be able to carry out an advanced study independently of the field. - Being able to take responsibility as individuals and team members to solve complex and unforeseen problems encountered in field related applications. - Planning and managing activities for the development of employees under their responsibility in a project framework.	5
7)	- To comply with social, scientific, cultural and ethical values in the process of collecting, interpreting, implementing and announcing results related to the field. - The universality of social rights, social justice, quality culture and protection of cultural values and having adequate consciousness about environmental protection, occupational health and safety issues.	5
8)	Has knowledge of artistic criticism methods.	2

Learning Activity and Teaching Methods

Field Study
Peer Review
Expression
Brainstorming/ Six tihnking hats

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Oral Examination

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	16	32
Study Hours Out of Class	15	75
Homework Assignments	14	28
Midterms	1	3
Final	1	3
Total Workload		141