Università Roma Tre

• The marketing concept in cultural industries
• The exchange markets
• Product orientation vs. market orientation
• Performances in cultural markets
• Consumer behavior: from utility to experience
• The aesthetic experience
• Brand equity: definition, components and drivers
• Managing cultural products: product, communication, distribution and pricing
• Customer relationships: building the CRM

For attending students:
1) The readings indicated in the list (*)
2) The notes
3) The slides distributed on the course website

For non-attending students:
1) The readings indicated in the list (*)
2) The notes
3) The slides distributed on the course website
4) Troilo G. (2014), Marketing in the creative sectors, Pearson.

(*) List of mandatory readings for all students (attending or not):
• Butler, P. (2000), "By Popular Demand: Marketing the Arts," Joumal of Marketing Management, 2000.16, 343-364. Available in SBA.
• Venkatesh, A., & Meamber, L. A. (2006). Arts and aesthetics: Marketing and cultural production. Marketing Theory, 6 (1), 11-39. Available on: https://merage.uci.edu/Resources/Documents/[0]2006ArtsAes2006.pdf
• Fillis, I. (2006). Art for art's sake or art for business sake: an exploration of artistic product orientation. The Marketing Review, 6 (1), 29-40. Available in SBA.
• Norton, D. W., & Pine, B. J. (2013). Using the customer journey to road test and refine the business model. Strategy & Leadership, 41 (2), 12-17. Available on: https://www.researchgate.net/profile/B_Pine_Ii/publication/263753152_Using_the_customer_journey_to_road_test_and_refine_the_business_model/links/55b2936708ae092e9650a5aa.pdf
• Richardson, A. (2010). Using customer journey to improve customer experience. Harvard Business Review, 15 (1). Available on: http://www.iimagineservicedesign.com/wp-content/uploads/2015/07/Experience-Maps-Using-Customer-Journey-Maps-to-Improve-Customer-Experience.pdf
• Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association. Available on: http://phavi.umcs.pl/at/attachments/2017/0321/083210-2016-customer-journej-verhoef.pdf


Cases
1) Eataly: Reimagining the Grocery Store