CTM463 : Arts product management and marketing / College of Creative Arts

This course will introduce basic marketing concept and principles in general. Discussions will focus on the applications of these principles toward management and marketing of the arts in Malaysian context; taking into consideration of strategic marketing techniques such as establishing objectives, assessing resources, formulating product propositions, market segmentation, sales and pricing strategies, and channels of marketing. Students will also be introduced to the categories of arts in terms of tangible and intangible products, heritage, culture, services, etc.