Recent decades have witnessed an unprecedented growth in the creative economy, and become one influential sector of the global economy. This course is designed to reflect a trend toward a synergy between the arts and marketing in businesses as well as equip students with comprehensive and up-to-date marketing knowledge and skills necessary to navigate the ever-changing marketing landscape in the creative economy.

Case study analysis, industry visits, guest lectures will be arranged. Industry practitioners working in creative sectors (and related disciplines) will be invited to share with the students on their experiences, insights, contemporary practice, marketing philosophies with an aim to strengthen students’ analytical and problem-solving skills, and to prepare them for roles in organizations within the creative industries in both the public and private sector. These opportunities provide a platform enabling students to explore and discuss more “cutting edge” and specialized topics in the field of cultural and creative marketing.

The course covers topics ranging from the critique on the development of the creative industries, brand management and marketing communications, services marketing, ethics, socially responsible practice and culturepreneurship. Through analysis of these topics, students will be asked to interpret marketing theory in the context of the creative industries, evaluate how companies perform in their marketing activities and to make innovative recommendations.