Welcome to the Module “Introduction to Marketing and Marketing Planning”!

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 blue or take a look at the “Further Readings” at the end.

This module aims to help you to:

• 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