SP4 MARKETING & COMMUNICATION OF CULTURE and THE ARTS

Develop and propose a communication campaign

Brand strategy and cultural marketing, audience trends and understanding, cultural communication,
digital strategy adapted to the culture

Understand the specificities of the cultural sector

Cultural policies and regulations, financing and budgeting, sector expertise: site visits
cultural events and masterclasses

Mastering cultural events

Design & production of a cultural event, introduction to UX culture: your audiences at the heart of
experience, events and social responsibilities

Design and produce content

Storyliving, new formats and live content, cultural experiences & innovations in visitor paths,
community management and animation

Training in cultural project management

Analysis of the environment, definition of a concept, budget, retroplanning and communication campaign

The world of culture and the arts having increasing difficulties in finding funding and other assistance
brands are very interested in the production of cultural content to include it in their
communication strategies. The coherence of the devices must allow to reinforce the relationship of the communities
with the brand while supporting their marketing objectives.

Digital, social networks and new technologies have profoundly transformed the cultural industries.
This is only the beginning: new cultural and artistic formats will be offered to the general public, from
new modes of distribution and of course new modes of production (NFT) and financing.

This program of marketing and communication of culture and the arts is part of this modernity of
formats, trends, business and processes, with speakers coming from institutions, as well as
companies that have appeared in these sectors in recent years and have become unavoidable. It trains the
students to highlight these cultural and artistic projects.

The validation of the year is done by obtaining 60 ECTS by different evaluation methods (case study, simulation, questionnaire ….). Some time in the company is also required.

Competitions :

For two weeks, students must work on a real-life practical case presented by a large
advertiser or a large agency, to respond to a specific strategic, marketing or creative issue.

Big talk:

A flagship event at the end of the year, students present their arguments to a jury of professionals on a
and trends in the fields of communication and marketing and defend their point of view
view.