Global Marketing Communication for the Arts


HEC Montréal, Montréal, Canada
Between January and April

Thriving to realize the objectives as follows, the proposed course curriculum builds on the universal communication model. It aims to examine and dissect 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 your audience – exploring cultural dimensions
  • MEDIUM: Focusing on medium’s relevant to the industry including PR, web + e-marketing, social media
  • RECEIVER: WHO is the audience – Global vs. local, etc.

We will explore each element within the context of international arts management with a particular focus on addressing culturally diverse audiences (target markets).