ΠΠΑ522: Cultural Communication

The Module ΠΠΑ522, "Cultural Communication", focuses on the communication of cultural organisations and, in particular, the marketing of the arts, i.e. the field of analysis, research and design of the communication strategy of a cultural organization.

It examines the contemporary landscape of cultural consumption, the factors shaping the cultural habits and preferences of the public, as well as the ways of detecting the latter through audience research. It studies different approaches, techniques and tools of strategic communication of cultural organisations, as well as ways of using the media, with particular emphasis on digital / online media and social media. Emphasis is also given on the methodology of segmenting audiences, with references to ACORN and MOSAIC systems. Some main categories of cultural organisations are examined in order to study their communication particularities in detail.

The Module focuses in particular on:

• The tools for analyzing, researching and designing the communication strategy of a cultural organization
• The analysis and understanding of the basic concepts of cultural marketing or arts marketing.
• The analysis and understanding of the contemporary landscape of cultural consumption.
• Understanding earlier as well as modern communication theories.
• The examination of the techniques and tools of the cultural communication strategy of cultural organisations.
• The ways of using communication media, with particular emphasis on digital / online and social media.
• The audience segmentation methodology, with references to ACORN and MOSAIC systems.
• Marketing of different categories of cultural organisations (museums, art organisations, galleries, creative businesses).