These notes are to help revision and maybe find some people to share the next course with. I failed to keep up as well as I intended but I did start at the beginning. Last year I found it half way through. The design is very demanding I think and depends on finding a supportive group. Once again I found that my group vanished quite early. I can see from other work that these groups can be effective but so far I have not experienced this. So if it happens again I would like to know some others before it starts. Right at the end the marketing plan is supposed to be about a real situation. But most of the course is case studies. Not sure if they are updated.
I have done a post for a marketing plan concentrated on Rougement Global Broadcasting. This is in the Hello Spiders blog. This one back to Learning 9 as it may relate better. Thing is, the Goethe MOOC is intended to get a result and also has academic backup. My comment in italic
Outline of course with selected extracts of detail, just to show the sort of approach and requirement
Phase 1: Responding to Transitions
main thing I stuck with - digital
From the reading materials, keynotes and videos you should be able to grasp words, thought patterns & ideas to form a list of key terms
from which you can deduct to find 8-10 key terms you feel is most necessary to facilitate transition.
Phase 2: Repositioning Cultural Industries
digital in context, loops , transition in phases sometimes moving back
Building a Narrative: You identified a few key terms in Assignment 1. We want you to now tell a story and build a narrative using these terms. The idea is to build a profile of your ACO ( Arts Centre Organisation) using these terms, but also creatively interpreting them. We have a preconceived notion of how we write the profiles of our ACOs. This task asks you to produce a narrative that draws from your key terms, thus offering you a new and creative possibility of how to construct an ACO profile. This 1 page or 400 words analytical text would try and answer a few questions:
What is my ACO trying to achieve? Or where does my ACO want to be?
Why is this important for the development of ACO?
How/what are the possible ways to reach there?
Phase 3: Discovering Hidden Potential
In this phase, we will use a particular method, morphological analysis (MA), to visualize different contours, borders, limits and possibilities that these wicked problems present. You may use an online tool to help your team design and develop a morphological box, which we will continue to use in the following assignments. We start with the crises you previously identified and the infrastructure requirements for coping with them. Now, let’s attempt to explain them in a manner that moves beyond the description of particular “solvable” incidents and work towards understanding them as “wicked” problems.
Phase 4: Co-opting Multiple Stakeholders
One of the buzzwords that surrounds the growth of art, culture and creative industries is ‘stakeholder’. As ACOs start formalizing the various contingent, corresponding, and concentric relationships that they espouse in their existence, there is a new vocabulary and framework that is demanding a new look at our idea of partnerships, collaborations, and connections. ACOs are networked entities. They work within a wide spectrum of actors who have different roles, demands and purpose in their interaction with the ACOs
Phase 5: Exploring Emerging Identities
This assignment requires you to gather the knowledge you have come up with as a team from all of the previous phases, particularly Phases 2,3 and 4. You need to reflect on the key terms and morphological box respectively to help guide you into building a value framework for your ACO.
a. We want you to discuss and agree upon 5 concrete, currently existing values of your ACO and make a case with short sentences drawn from keynotes & videos as to why you have chosen these five values as the most important for your ACO.
b. From the brief rationalizations you will need to further eliminate 2 values to reach a consensus for the 3 most important values which will help your ACO get to where it aspires to be as identified in Phase 3 with the morphological box.
This first part shouldn’t take up more than 300 words; 3-5 sentences to each of the 5 values and a more elaborated argumentation for the 3 most important values.
Phase 6: Building Solutions for the Future
Assignment 6 - Integrated Marketing Plan (IMP)
The submission in the final course phase invites you to take a bird’s eye view of our learning trajectory in this course. We are meaningfully and strategically drawing from each of the previous assignments to build an integrated marketing plan (IMP) for your case ACO.
However, we keep in mind that we are not simply talking about sales or advertising, but a network of stakeholder relationships and communicative practices. Integrating them into a Marketing Plan does not amount to cementing them into a static structure, but is more asking to create a dynamic proposal for possible futures. As a blueprint, it remains conscious of the variables we need to consider in
order to create agile and actionable processes, proofing our organization for the only certainty there is: uncertainty.