CDM3008: Art and Culture Marketing

It was an eye-opening course since this delved into how art and culture can be utilised in marketing and business to enrich a brand’s image and drive effective strategies.

The professor gave numerous examples of such collaborations, and for the first project students, as a team of 3 or 4, had to present case studies that were not presented by the professor and lead discussion sessions.
In this project, I focused on Tate Modern in partnership with Hyundai Motors and how they try to build new relationships with international artists and audiences in such a public space.

For the second project, students, as a team of 5 or 6, had to choose one company, whether domestic or international, and analyse its art and culture marketing strategy it has been doing and propose a new project as if we are presenting a real proposal to executive members or external clients.
I suggested to further develop the basic idea that I got from researching Hyundai Motors since it is the company devoted to arts and cultural scenes.
I managed the overall project outline, came up with the project title [Miro: Beautiful Road], which highlights the regional public (non-private due to budgeting plan) art museums incorporating regional Korean artists and driving experience, and if possible, an exhibition of art cars.