Version Effective: 29th of June, 2022
Version Effective: 29th of June, 2022

PDC111204 - Strategic Marketing in the Arts

Course Details

Course Summary

This micro-credential examines the core components of strategic marketing within an arts organisation. Strategic marketing articulates objectives consistent with an organisation’s goals. Marketing strategies explain how organisational resources are used to accomplish arts business objectives, pursue targeted activities, and achieve competitive advantage. Strategic marketing seeks market segmentation and product positioning to develop distribution channels and communications campaigns. 

You will explore how an arts marketing strategy is devised, executed and evaluated. This will begin by exploring the fabric of a corporate strategy, followed by the development of a strategic arts marketing strategy and plan. From a value creation perspective, you will evaluate the competitive advantage and potential marketplace for the product your organisation offers. This will involve you exploring how marketing strategies are devised, executed and evaluated. A strategic arts marketing plan is typically derived from an organisations corporate strategy or business plan. A strategic market plan summarises the methods used and the resources required to achieve corporate objectives. In this process, desired customers are targeted and competitors are identified, and the required mix of programs is conceived and adopted to ensure the marketing strategy succeeds. This includes examining how strategic arts market planning connects to an organisations opportunities and resources to identify strategic objectives and focus. An important aspect of the arts marketing strategy roles concerns identifying relevant market segments, targeting, brand prioritising and positioning.

This online micro-credential provides a non-creditable micro-credential and digital badge which can be shared to your social networks and displayed in your professional portfolio.

Our micro-credentials are aligned to the United Nations Sustainable Development Goals.

What is a Digital Badge?

Entry Requirements

This micro-credential is available as a pilot program for Queensland artists for 2022. Students must use an Enrolment Key to enter.

To obtain the Enrolment Key contact: CBC Coordinator

Course Details

Course Type Short Course (Professional Development)
Student Availability
  • Domestic
Application Mode
  • Other
How to Apply

This online micro-credential is part of a suite of nine micro-credentials developed in response to findings of the Creative Business Champions research supported by Arts Qld and DESBT and is available for Queensland artists for 2022 using an Enrolment Key. 

To obtain the Enrolment Key contact: CBC Coordinator

You will need to establish an account on the Learning Management Site: Be Different in order to use the Enrolment Key. Instructions for establishing your account can be found here.

Study Area
  • Business, Accounting and Law
  • Creative, Performing and Visual Arts
Skill Area
  • Arts and Entertainment

Admission Codes

Domestic Students
Tertiary Admission Centre Codes (TAC) Codes
Not Applicable
International Students
Not Applicable

Student Outcomes, Career Opportunities and Occupations

Completing this micro-credential will assist artists and employees of small to medium arts organisations to develop and manage their own business. It is available as a pilot program for Queensland artists for 2022.

Course Structures

Study Mode Definitions

  • Online: Online courses provide the flexibility to study without normally requiring a student to visit a campus. Course content is studied through a number of means including the use of online discussion forums, electronic library resources, by contacting lecturers and teachers, and receiving study materials online/electronically. Work integrated learning, including placements, may be included in some courses.
  • On-campus: Students studying in on-campus mode typically are expected to attend and participate in regular, structured on-campus teaching and learning activities throughout the University’s academic term. These activities may include lectures, tutorials, workshops and practice, online or other activities and normally will be timetabled at a CQUniversity campus or approved delivery site.
  • Mixed Mode: Students studying in mixed mode will participate in a combination of online learning activities in addition to site-specific learning activities, which may include residential schools, co-op placements and/or work-integrated learning as a compulsory requirement of a unit. The additional site-specific learning activities are what differentiates a mixed-mode unit from an online unit.

*All study modes may include Vocational placement and/or work integrated learning.

Select a course structure below to view the delivery details, including the different study modes offered for each structure.


6hours online self-paced learning.

Students can access the micro-credential for one year from enrolment.

  • Online
No units are associated with this course

Course Learning Outcomes
  1. Identify the role of strategic marketing in positioning an arts business as a leading competitor in the creative industries
  2. Outline the key drivers of a successful strategic arts marketing approach
  3. Describe the elements of market research which are applied to identify suitable marketing strategies for implementation in arts business.


Online quiz

Where and when can I start?
Please view the more details information for any additional information related to this course.

There are currently no intakes for this course.
More Details
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