Module 1 Introduction to Marketing and Marketing Planning

Last updated: April 13, 2021

Learning Objectives

Welcome to the Module u201cIntroduction to Marketing and Marketing Planningu201d!

As you may guess, Marketing is a huge chapter, a whole science, and a kind of art, which is difficult to convey within a limited module. Here, we present an introduction to Marketing basics, focusing on their application in the cultural sector (i.e., museums, performing arts organisations, festivals, cultural associations). For additional ideas, examples, and information, feel free to click on the links provided in red or take a look at the u201cFurther Readingsu201d at the end.u00a0

This module aims to help you:

  • Become familiar with the basic concepts, terminology, and tools of Marketing
  • Understand the concept of the Cultural Market and discover ways to conduct audience research
  • Create a simple marketing plan