Online communication strategies for the arts and culture

Timetable

THE COURSE HAS BEEN CANCELLED.

 

 

Module aim (aims)

Due to its great impact on today’s communication, the multidimensional phenomena of so called 'new media' has been lately among the most discussed topics related to promoting the arts and culture in the XXI century. Therefore, during the course the Internet and social networking platforms will be under close scrutiny. They are to be discussed and analyzed from the perspective of cultural managers who need to deal with the new standards of competing on the global market and its constantly changing trends. The course aim is to elaborate on the subject of the Internet and its specifics as well as to discuss the importance of new media development for cultural sector. Being more specific, it aims to bring a discussion about the extent social media such as Facebook might be treated as a relevant communication channel, a valid source of knowledge about an individual and finally: serve as a tool for promotion of the arts and culture. The course is meant to provide the students with a solid theoretical knowledge as well as a range of practical skills.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

• Basic understanding of the Internet, its environment and actual trends
• Interest in the topic
• Good English language skills

Syllabus

1. Introduction to international marketing communication development – characteristics, facts and actual trends
2. Marketing communication tools on the Internet – characteristics, strengths and weaknesses
3. Integrating online and offline marketing communication
4. Online communication strategies
5. Social media – understanding the phenomena – Part I
6. Social media – understanding the phenomena – Part II
7. Social media campaigns
8. Building social media campaigns – What can go wrong?
9. Understanding the Internet users
10. Cultural branding via social media
11. Audience development online
12. Crisis communication: workshops, case studies, discussions
13. Viral marketing
14. Course project presentations
15. Course project presentations, 'Catching up' discussions

Reading list

• Boyd, D. & Ellison, N.B., Social Network Sites: Definition, History and Scholarship, [in:] Journal of Computer-Mediated Communication, vol. 13(1), 2007.
• Castells, M., The Information Age. Economy, Society and Culture. End of Millenium, vol. III, Backwell Publishers, 2000.
• Finne, A, & Grönroos, Ch., Rethinking marketing communication: From integrated marketing communication to relationship communication, [in:] Journal of Marketing Communications, vol. 15, 2009.
• de Mooij, M., Global Marketing and Advertising. Understanding Cultural Paradoxes, Thousand Oaks: Sage Publications, 2005.
• Kotler, P., Marketing Management: Analysis, Planning and Control, Prentice-Hall, Englewood Cliffs 1967.
• Kimmel, A., Marketing Communication in the New Millennium. In: Kimmel, Allan J. (ed.): Marketing Communication, Oxford University Press, 2005.
• Papacharissi, Z., A private sphere: Democracy in a digital age, Polity Press, Cambridge 2010.
• Pariser, E., The filter bubble: What the Internet is hiding from you, Penguin, 2011.
• Pitman, T., Taylor, C., Latin American Cyberculture and Cyberliterature, GBR: Liverpool University Press, Liverpool 2007.
• Valtysson, B., Facebook as a Digital Public Sphere: Processes of Colonization and Emancipation, „TripleC (Cognition, Communication, Co-Operation): Open Access Journal for a Global Sustainable Information Society”, vol. 10, 2012.
• Windley, P.J., Digital Identity, O'Reilly Media, Inc., 2005.