- The Course on Creating Value in Creative Economy
- The Cultural Relations and Cultural Diplomacy Introduction Course
- The Creative Europe Course
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The Crossovers & Fundraising Course
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Lecture 1. Entrepreneurship and Innovation: Vectors for Successful Fundraising
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Lecture 2. Business Models and External Financing for Creative Startups
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Lecture 3. Crossovers: A Catalyst for Effective Business Planning
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Links to online resources and resources for further reading
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Fact sheet
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Case studies
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Test and certificate
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An Introduction to Cultural Journalism Online Course
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Lecture 1: What Is Cultural Journalism? (An Introduction to Cultural Journalism. Online course by Dr Maya Jaggi)
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Lecture 2: What is Criticism? (An Introduction to Cultural Journalism. Online course by Dr Maya Jaggi)
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Lecture 3: How to Interview Cultural Figures (An Introduction to Cultural Journalism. Online course by Dr Maya Jaggi)
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Lecture 4: Conclusion - Building an Audience for Culture (An Introduction to Cultural Journalism. Online course by Dr Maya Jaggi)
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FURTHER READING
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Test and certificate
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- Investor Pitching Course for Creative Businesses
- The Digital Communication Course
- Project Management in Culture Course
- The Culture & Creativity Course
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The Communication Course
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Lecture 1. The Basic Principles of Strategic Communication
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Lecture 2. The Stages of Strategic Communication
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Lecture 3. The Basic Principles of Strategic Communication
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Lecture 4. The Basic Elements of Strategic Communication: Audience, Messages, Channels, Speakers and Time
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Lecture 5. Media communications: tips for success
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Additional resources
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Test and certificate
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- The Proposal Writing Course
- The Cultural Strategy Course
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The Advocacy Сourse
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Lecture 1. What is advocacy and how can it help?
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Lecture 2. Issue analysis and identification
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Lecture 3. Mapping the external environment
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Lecture 4. Lobbying, influencing and getting your voice heard
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Lecture 5. Advocacy campaign evaluation
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Fact sheet on advocacy and lobbying
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Advocacy Capacity Assessment
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Case Study
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Additional Reading Resources
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Test and certificate
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- The Finance and Project Budget Course
- The Donor Fundraising Strategy Course
- The Media Pitching Course
- The Strategic Planning Course
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The Marketing Course
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Lecture 1. What is ‘Marketing’?
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Lecture 2. Marketing Strategy
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Lecture 3. Listening to Customers
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Lecture 4. Customer Benefits
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Lecture 5. The 3Ms of Marketing
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Fact Sheet. 20 Key Facts relating to Marketing
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Checklist to ensure efficient marketing strategy
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Case Study. The 3Ms of Marketing.
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Test and certificate
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We need to emphasise customer benefits, based on a deep understanding of what they are really buying from us.
We can describe our enterprise and the products we offer, from two points of view: from our own perspective; or from the point of view of the customer.
Marketing is very much about looking at things from the customer’s point of view. In fact it has been said that marketing is not a separate department of a business; it is the whole business seen through the eyes of our customers.
This is much easier to say than to do. Naturally, we see our creative enterprises from our own point of view, because we are inside it. Also, we know a great deal about the processes, creativity, methods and other details of our business.
But what does the customer care about? The customer is only interested in what we can do for them. We talk about the features of our products but the customer only wants to know about the benefits – what’s in it for them.
If we talk about our products and the customer’s reaction is “So what?!”, then we have likely been talking about features, not customer benefits.
In order to be able to communicate customer benefits effectively, we need to see things from the customer’s point of view. This means standing in their shoes, looking at our business from the outside, not the inside.
Crucially, it usually means listening to customers before talking to them. In this way we can understand more fully their perspectives, their needs, their preference and all the things that they care about. In this way we can understand more deeply exactly what the customer is buying from us – and this may not be exactly what we think we are selling. Sometimes they are buying intangible benefits: for example some kind of status, or sense of community or other ‘feel-good factor’.
It is only when we understand our customers’ point of view that we can sell to them by focusing on what they value – the benefits to them.