FMA421 : Arts marketing strategy / Faculty of Film, Theatre and Animation

This course will expose the students to the theories in understanding the fundamentals of marketing. It covers the core concepts of marketing and management strategy as they apply to the arts and heritage industries with a depth that is still unrivalled. It will also introduce basic marketing concepts and principles in general. Discussion will also focus on the applications of these principles toward marketing in Malaysian Arts Industry context, taking into consideration of strategic marketing techniques such as establishing objectives, assessing resoursces, formulating products propositions, market segmentation, sales and pricing strategies and channels of marketing. Upon completing the course, the student will not only be able to identify the basic principle and understanding the concept of marketing for arts product, but also have a basic marketing skills and adapting an appropriate marketing strategies for arts product.