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Cultural Marketing

Scholar Year: 2020/2021 - 1S

Code: CS30027    Acronym: MC
Scientific Fields: Ciências da Comunicação
Section/Department: Communication and Language Sciences


Acronym N. of students Study Plan Curricular year ECTS Contact hours Total Time
CS 34 Study Plan 5,0 60 135,0

Teaching weeks: 15


Marta Sofia da Luz Marcos Pinho AlvesHead

Weekly workload

Hours/week T TP P PL L TC E OT OT/PL TPL O S
Type of classes


Type Teacher Classes Hours
Contact hours Totals 1 4,00
Marta Alves   4,00

Teaching language


Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

At the end of the course students should be able to:
- Recognize the polysemy of the term culture and the main theories associated with the concept.
- Understand the specificities of the cultural sector: the economy of culture, public policy makers, institutions, intermediaries and public.
- Understand the distinction between cultural marketing and its related concepts (marketing applied to the cultural sector, patronage, sponsorship, etc.).
- Understand the opportunities and threats in the development of cultural marketing strategies: for businesses and the public.
- Understand and apply the cultural projects selection criteria within the cultural marketing strategies according to the expected results.


1. Definition of cultural marketing and related concepts
2. the concept of culture in the context of social theory
3. The contemporary cultural sector. The Portuguese case.
- Cultural economy
- public policy
- makers
- institutions
- intermediate
- public
4. The practice of Cultural Marketing.
- The objectives for the company or institution
- The private process of investment decision
  - The association of the brand to cultural activities
  - The political and legal environment
5. Case studies.

Demonstration of the syllabus coherence with the UC intended learning outcomes

The contents follow the same organization set goals. Topics 1 and 2 of the contents seek to respond to the first goal and the remaining three pointed to other objectives.

Teaching methodologies

The classes will be divided into two contiguous sections, a first of expository nature for presentation of the proposed concepts in the syllabus and a second that proposes from the reading of texts and analysis of case studies related to the concepts presented above, the debate public on these issues.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

It is considered that expository methodology followed by the participation of students in the analysis of documents and case studies, always guided by the teacher, will contribute to the development of skills identified in the objectives. The student will have the opportunity to meet the theoretical thinking on the issues under review and deepen their understanding by identifying and questions and obtain answers and through observation of their application in specific cases.

Assessment methodologies and evidences

1. Three working groups [60%]
critical prepared after visits reflections contexts or participation in cultural and artistic events.

2. Evaluation test [40%]

A specific document on the evaluation will be distributed to students explaining the rules of preparation and delivery times relating to each evaluation element.

The works will only be considered if received in person delivered by the teacher. Will not be accepted any work placed on teaching locker or sent by e-mail or other electronic means.

For each day of delay in delivery of any of the elements of evaluation a value will be deducted from your final grade.

The work availing plagiarism, full or partial, will be awarded the rank of 0 values.

Attendance system

Participation of regular students
It is expected that each student: (a) is present in 75% of classes and participate in the discussion of the issues under review as well as in group work; (B) read, analyze and be prepared to discuss the presented handouts; (C) run scheduled jobs.
Participation of working students
Each case must be negotiated with the teacher during the first 15 days after the start of classes.


AAVV (s/d [várias]), A Indústria da Cultura. Lisboa: Meridiano.
AAVV (2003), Públicos da Cultura: Atas do Encontro organizado pelo Observatório das Atividades Culturais no Instituto de Ciências Sociais da Universidade de Lisboa. Lisboa: OAC.
Adorno, Theodor (2003 [várias]), Sobre a Indústria da Cultura. Coimbra: Angelus Novus.
Breton, Philippe; Proulx, Serge (1997), A Explosão da Comunicação. Lisboa: Bizâncio.
Colbert, François (1993), Le Marketing dês Artes et de la Culture. Quebeque: Gaeten Morin Éditeur.
Eagleton, Terry (2003 [2000]), A Ideia de Cultura. Lisboa: Temas e Debates.
Hartley, John (2004 [2002]), Comunicação, Estudos Culturais e Media: Conceitos-chave. Lisboa: Quimera.
Hesmondhalgh, David (2002), The Culture Industries. Londres: Sage.
Melo, Alexandre (2002), O que é – Arte. Lisboa: Quimera.
Mendes, José Vieira (1991), Marketing, Patrocínio e Mecenato. Lisboa: Texto Editora.
Miège, Bernard (1989), The Capitalization of Cultural Production. Nova Iorque: International General.
Reis, Ana Carla Fonseca (2003), Marketing Cultural e Financiamento da Cultura: Teoria e prática em um estudo internacional comparado. São Paulo: Pioneira Thompson Learning.
Reiss, Alvin H. (1997), Don’t Just Applaud – Send Money: The most successful strategies for funding and marketing the arts. Nova Iorque: TCG.

Página gerada em: 2021-03-04 às 13:37:29