The Branding in the Arts immersion course will give students the opportunity to learn about how companies in the arts industries (visual arts, theater, classical music, and culinary arts) are addressing new challenges and opportunities while maintaining centuries-old traditions.
Major themes for site visits, speakers, discussion, group and individual assignments will focus on current practices of branding in the arts and its future:
- What are the biggest challenges for major cultural institutions and their brands?
- How can an audience be captivated with the right experience?
- What tools do arts organizations use now (and will use in the next few years) to build and maintain relationships and loyalty with patrons and the public?
- How can arts organizations embrace an omni-channel strategy to better communicate with their constituents?
- What major influences will change customer experiences in the arts in the next decade?
*Attendance is mandatory on all four class dates: March 25, April 1, 15, 29.
Robert D. Calkins Professor of International Business
Professor Schmitt researches, teaches, and advises corporations on branding, innovation, creative strategy, and customer experience management. Schmitt's books include (among others) Happy Customers Everywhere, Big Think Strategy, Customer Experience Management, Experiential Marketing, which have been translated into more than 20 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in...