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Course: Art Management
Program: Master Course
Period : Sep.7,2015-Apr.22,2016
Art Management Master Course: Arts Marketing & Crowdfunding
First part, Art Marketing. We read the theories of Arts Marketing by Keith Diggle and François Colbert.
第一部份，藝術行銷。我們閱讀了Keith Diggle及François Colbert的藝術行銷理論。
Keith Diggle is the initiator of the Arts Marketing, a professional who worked in theatres. He originated “Art Marketing” in 1976. Diggle’s definition is “The aim of Arts Marketing is to bring an appropriate number of people, drawn from the widest possible range of social background, economic condition and age, into an appropriate form of contact with the artist and to arrive at the best financial outcome that is compatible with the achievement of the aim.”
Next, François Colbert is a Canadian professor who theorized completely Arts Marketing in 1994. Colbert’s definition is “Marketing is the art of reaching those market segments that may potentially be interested in the product, adapting commercial variables (price, distribution and promotion), to a product, to put the product in contact with a sufficient number of consumers in order to achieve the objectives consistent with the mission of the company.” Besides, Colbert’s conceptual structure is:
PRODUCT → MIS (marketing information system) → MARKET → STRATEGY
產品 → MIS（行銷信息系統）→ 市場 → 策略
After that, we learn marketing mix that is another content within Arts Marketing. Marketing Mix includes product, place, people, price, distribution and promotion.
Second part, Crowdfunding. Crowdfunding refers to the practice of funding a project by raising financial contributions from a large number of people. It is a new form of Arts Marketing. Key elements of a Crowdfunding proposal contain video, idea description, photos, low contribution amounts, and rewards.
Homework of this topic is to write a crowdfunding proposal.
About my assignment – Contemporary Art Exhibition “Home” performed by the students of the international art school Accademia Riaci. Last week, I have searched some different artworks related to “home” on Internet for students’ reference. This week, I designed the image of this exhibition and prepared a PowerPoint presentation.
* Artists list and other information on the exhibition image are only for reference.
關於我的作業 － 當代藝術展“家”由國際藝術學Accademia Riaci學生展示。上週，我在互聯網上搜尋了一些關於“家” 的不同藝術作品供學生參考。本週，我設計了展覽圖像及編製了PowerPoint簡述報告。
This week, I visited Museo Marino Marini. The Museum contains 180 works by Marino Marini (1901-1980). The collection includes sculptures, drawings and etchings.
本週我參觀了Museo Marino Marini。 博物館內有180件Marino Marini (1901-1980) 的作品。收藏包括雕刻、畫及蝕刻畫。
Address / 地址：Piazza San Pancrazio, 50124 Firenze, Italy
Hours / 時間：Monday 10:00-17:00 ; Wednesday – Saturday 10:00-17:00
星期一 10:00-17:00 ；星期三－星期六 10:00-17:00
Website / 網頁：www.museomarinomarini.it
Last, this week I had lunch in a Chinese restaurant, Sichuan Asian Restaurant. The noodle is delicious.
Address / 地址：Via Faenza, 20, 50123 Firenze
Tel / 電話：055 239 9973
Hours / 時間：10:30-22:30
At Accademia Riaci, we are recruiting Course Reporters from our students. The students who are chosen to become Course Reporters are given 10 % of the tuition as their scholarship fee.
The Reporters who have submitted excellent reports will have his or her profile posted on our school website for the next 5 years as an alumnae and will be able to connect with their business chancesafter their graduation.