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AIM: To develop students’ ability to critically understand marketing problems in the arts
and entertainment industries.
RATIONALE: To provide an opportunity for students to engage in and to examine the
marketing literature on the arts and entertainment industries in regards to creation and
management of brands.
PROCESS: Using concepts, models and theories associated with the effective use of arts
and entertainment marketing learned during the course, students are required to critically
assess and evaluate one aspect of a chosen arts/entertainment brand?s marketing
activities (for example branding, new product development, pricing, distribution channel
management or promotion) and the underlying strategy or strategies (as far as these can
be determined). In particular, attention must be given to how, when and where a brand
attempts to differentiate itself from competitors.
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