MRK 1965 - Foundations in Marketing for Artists & Artisans

Course Overview - MRK 1965 - Foundations in Marketing for Artists & Artisans

CODE: MRK 1965

TITLE: Foundations in Marketing for Artists & Artisans

MQF LEVEL: 5

ECTS CREDITS: 4

DEPARTMENT: Junior College

DESCRIPTION:

The Foundations in Marketing for artists and artisans study unit is designed to provide emerging and established artists and artisans with the essential knowledge and practical skills needed to effectively promote their work and build a sustainable career. The course takes a comprehensive approach, guiding participants through key marketing concepts and strategies specifically tailored to the unique needs of the creative industries. Throughout 14 interactive sessions, participants will explore foundational marketing principles, delve into audience identification and segmentation, and develop a clear understanding of how to position themselves and their work in a competitive market. This course allows learners to understand and comprehend:

  • Session 1: Introduction to Marketing
  • Session 2: Understanding the Art Market
  • Session 3: New Product Development Process
  • Session 4: Pricing and Sales Strategies
  • Session 5: Communications Strategy - Party 1
  • Session 6: Communications Strategy - Part 2
  • Session 7: Branding and Identity Development
  • Session 8: Building an Online Presence
  • Session 9:   Social Media Marketing – Part 1
  • Session 10: Social Media Marketing – Part 2
  • Session 11: Email Marketing for Artists
  • Session 12: Introduction to Design and visual Marketing - Part 1
  • Session 13: Introduction to Design and visual Marketing - Part 2
  • Session 14: E-Commerce and selling Online

 

Learning Outcomes

Knowledge and Understanding

By the end of the Study-Unit the student will be able to:

  • Define and apply core marketing principles and terminology within the context of the art and artisan industries.
  • Identify and analyze audience segments, including potential buyers, collectors, and collaborators, to inform targeted marketing strategies.
  • Design a New Product Development (NPD) process that aligns with artistic goals and market demands.
  • Develop appropriate pricing strategies and formulate effective promotional techniques specific to creative products and services.
  • Construct a communications strategy that supports consistent and meaningful engagement with target audiences.
  • Create and articulate a unique personal brand that reflects their artistic identity and appeals to their desired audience.
  • Evaluate the role of marketing in enhancing visibility, reach, and career opportunities for artists and artisans.
  • Apply principles of visual and verbal brand consistency across various marketing channels.
  • Build and manage a professional online presence using websites and social media platforms.
  • Assess e-commerce opportunities and implement strategies for selling art and crafts online, including platform selection, product presentation, and customer experience.

Skills

By the end of the Study-Unit the student will be able to:

  • Demonstrate understanding of key business and marketing principles contexts
  • Analyze diverse audience profiles using research methods and data interpretation to identify potential buyers, collectors or collaborators
  • Develop original and relevant product ideas or service offerings by applying creative problem-solving, design thinking, and knowledge of artistic processes.
  • Justify pricing strategies and promotional decisions by evaluating cost structures and market trends
  • Use a variety of communication techniques - written, visual, and digital - to connect meaningfully with specific audiences and communities.
  • Demonstrate digital fluency and attention to detail in maintaining a consistent brand identity across websites, social media, portfolios, and other media.
  • Evaluate and implement e-commerce platforms and digital tools to effectively manage online sales, optimize customer experience, and enhance visibility.

 

Main Reading List

  • Principles of Marketing, 8th European Edition. Authors: Kotler, Armstrong, Harris & He. Publisher: Pearson (ISBN 9781292269566)
  • Principles and Practice of Marketing, 7th European Edition. Author: Jobber & Ellis-Chadwick. Publisher: McGraw Hill (9780077140007)
  • Foundations of Marketing, 6th Edition. Author: Pride. Publisher: Cengage Learning (9781285429779)
  • Essentials of Marketing, 5th Edition. Author: Blythe. Publisher: Pearson (9780273757689)

STUDY-UNIT TYPE: Lecture

METHOD OF ASSESSMENT:

Component                                        Weighting

Portfolio                                              100%


Study at JC

https://www.jc.um.edu.mt/ourprogrammes/jcproforprofessionals/accreditedmicro-credentials/courseoverview-mrk1965-foundationsinmarketingforartistsartisans/