You know the drill: Four years ago, I created a series of short videos for use in my class Foundations of Arts Entrepreneurship. I’m no longer teaching the course (and the videos themselves admittedly could use some updating) but for those of you looking for a primer on arts entrepreneurship or some supplemental material for use in your own classes, I’m making these available to the public by posting one video per week.
This video is the first of two about marketing. In it I introduce marketing concepts; utilities of exchange; marketing approaches; and the marketing mix. The reading is from workshop materials produced by the National Arts Marketing Project and the chapter “Magnetism” from Anne Bogart’s book and then, you act.