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Jan 22, 2026
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IAM 6068 - Global Marketing Communication for the Arts
Credits: 1.5
Building on the universal communications model, this course examines and dissects the relationship between Sender (selling a cultural product in a culturally diverse environment, local/corporate culture and values, marketer perceptions); Message (“speaking the language” of an audience, exploring cultural dimensions); Medium (focusing on mediums’ relevance to the industry including PR, web, e-marketing, social media); and Receiver (the audience, global vs. local, etc.). Explores each element within the context of international arts management with a particular focus on addressing culturally diverse audiences/target markets.
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