Marketing for artists Field of study: Fine Arts Education
Programme code: W6-S2EP19.2025

Module name: Marketing for artists
Module code: W6-EP-S2-MMAR
Programme code: W6-S2EP19.2025
Semester: winter semester 2025/2026
Language of instruction: Polish
Form of verification: course work
ECTS credits: 2
Purpose and description of the content of education:
The module is intended to enable students to become familiar with the concept of arts marketing, and in particular, it aims to introduce artists to the subject of using the marketing concept in the culture and art market. The aim of the course is to present the possibilities offered by traditional and modern marketing communication tools in the process of creating the image of an artist and/or a cultural or art institution and building relationships with stakeholders (i.e. the audience, donors, subscribers, etc.). 1. Evolution of the marketing concept. 2. Marketing of non-profit organizations. 3. Specificity of marketing of cultural institutions. 4. Segmentation of the culture and art market. 5. Instruments of arts marketing. 6. Designing marketing communication in arts marketing 7. Event marketing and e-marketing in PR activities 8. Marketing research in arts marketing.
List of modules that must be completed before starting this module (if necessary): not applicable
Learning outcome of the module Codes of the learning outcomes of the programme to which the learning outcome of the module is related [level of competence: scale 1-5]
knows and understands the principles relating to managerial aspects in the field of art [W6-EP-S2- MMAR_1]
 W6-EP-S2-W01 [2/5]
is ready to use psychological mechanisms to support undertaken actions in various situations. [W6-EP-S2-MMAR_10]
 W6-EP-S2-K03 [2/5]
is ready to fulfill the social role of a graduate of artistic education with particular emphasis on art management. [W6-EP-S2-MMAR_11]
 W6-EP-S2-K04 [2/5]
is ready to reflect on the social, scientific and ethical aspects related to his/her own work and the ethos of the profession of an arts educator. [W6-EP-S2-MMAR_12]
 W6-EP-S2-K05 [2/5]
knows and understands the connections between art and other areas of contemporary life in the field of art management. [W6-EP-S2- MMAR_2]
 W6-EP-S2-W02 [2/5]
is able to design the effects of artistic works and educational visual arts in the field of art management in aesthetic, social and legal aspects. [W6-EP-S2- MMAR_3]
 W6-EP-S2-U02 [2/5] W6-EP-S2-U03 [2/5]
is able to create, implement and express his/her own artistic and educational concepts in the field of arts management. [W6-EP-S2- MMAR_4]
 W6-EP-S2-U01 [2/5]
is aware of the technological developments related to the profession of artist and art educator, including art manager [W6-EP-S2- MMAR_5]
 W6-EP-S2-K02 [2/5] W6-EP-S2-K05 [2/5]
knows and understands the economic, legal, ethical and other conditions of various types of professional activities related to the selected managerial specialization. [W6-EP-S2- MMAR_6]
 W6-EP-S2-W08 [2/5]
knows and understands the basic principles of creating and developing various forms of entrepreneurship in the field of art management. [W6-EP-S2- MMAR_7]
 W6-EP-S2-W09 [2/5]
is able to approach public speaking in a responsible manner through managerial actions. [W6-EP-S2- MMAR_8]
 W6-EP-S2-U07 [2/5]
is able to formulate and test hypotheses related to simple managerial problems within the visual arts. [W6-EP-S2- MMAR_9]
 W6-EP-S2-U08 [2/5]
Form of teaching Number of hours Methods of conducting classes Assessment of the learning outcomes Learning outcomes
lecture [W6-EP-S2- MMAR_fs_1] 15 Formal lecture/ course-related lecture [a01] 
Explanation/clarification [a05]  		course work W6-EP-S2- MMAR_1 W6-EP-S2-MMAR_10 W6-EP-S2-MMAR_11 W6-EP-S2-MMAR_12 W6-EP-S2- MMAR_2 W6-EP-S2- MMAR_3 W6-EP-S2- MMAR_4 W6-EP-S2- MMAR_5 W6-EP-S2- MMAR_6 W6-EP-S2- MMAR_7 W6-EP-S2- MMAR_8 W6-EP-S2- MMAR_9
practical classes [W6-EP-S2- MMAR_fs_2] 30 Laboratory exercise / experiment [e01]  course work W6-EP-S2- MMAR_1 W6-EP-S2-MMAR_10 W6-EP-S2-MMAR_11 W6-EP-S2-MMAR_12 W6-EP-S2- MMAR_2 W6-EP-S2- MMAR_3 W6-EP-S2- MMAR_4 W6-EP-S2- MMAR_5 W6-EP-S2- MMAR_6 W6-EP-S2- MMAR_7 W6-EP-S2- MMAR_8 W6-EP-S2- MMAR_9
The student's work, apart from participation in classes, includes in particular:
Name Category Description
Search for materials and review activities necessary for class participation [a01] Preparation for classes
reviewing literature, documentation, tools and materials as well as the specifics of the syllabus and the range of activities indicated in it as required for full participation in classes
Literature reading / analysis of source materials [a02] Preparation for classes
reading the literature indicated in the syllabus; reviewing, organizing, analyzing and selecting source materials to be used in class
Getting acquainted with the syllabus content [b01] Consulting the curriculum and the organization of classes
reading through the syllabus and getting acquainted with its content
Verification / adjustment / discussion of syllabus provisions [b02] Consulting the curriculum and the organization of classes
consulting the content of the syllabus, possibly in the presence of the year tutor or members of the class group, and, if necessary, reassessing the provisions concerning special conditions for class participation, e.g., space and time requirements, technical and other requirements, including conditions for participation in classes outside the walls of the university, classes organized in blocks, organized online, etc.
Studying the literature used in and the materials produced in class [c02] Preparation for verification of learning outcomes
exploring the studied content, inquiring, considering, assimilating, interpreting it, or organizing knowledge obtained from the literature, documentation, instructions, scenarios, etc., used in class as well as from the notes or other materials/artifacts made in class
Implementation of an individual or group assignment necessary for course/phase/examination completion [c03] Preparation for verification of learning outcomes
a set of activities aimed at performing an assigned task, to be executed out of class, as an obligatory phase/element of the verification of the learning outcomes assigned to the course
Analysis of the corrective feedback provided by the academic teacher on the results of the verification of learning outcomes [d01] Consulting the results of the verification of learning outcomes
reading through the academic teacher’s comments, assessments and opinions on the implementation of the task aimed at checking the level of the achieved learning outcomes
Attachments
Module description (PDF)
Information concerning module syllabuses might be changed during studies.
Syllabuses (USOSweb)
Semester Module Language of instruction
(no information given)