Sport & Culture
Hoe wordt ik geëvalueerd?
Het examen is een mondeling online examen. Vooraf ontvang je 4 cases die beschikbaar zijn op
Canvas Opdrachten (ten minste 2 weken voor het examen). Je kunt het materiaal van de lessen
bestuderen en de cases lezen. Voor je eigen voorbereiding kun je al gaan nadenken over de
mogelijke vragen voor die cases.
Op de dag van het examen kies je willekeurig 2 van die cases met elke 2 vragen. Als het antwoord
voldoende is zal ik geen vragen meer stellen, als ik vragen blijf stellen is het een manier om je te
helpen of om te zoeken naar je uitmuntendheid. De vragen zullen vooral zoeken naar je kennis en
naar je praktische en organisatorische instinct.
1
,Inhoud
Live @campus 1: Introduction + the cultural policy, Flanders, city marketing and cultural governance 4
The most important subjects...........................................................................................................4
Regional cultural policy: Supralocal culture decree ......................................................................4
1. Local cultural policy (lokaal cultuurbeleid) ...........................................................................5
2. Participation: the participation decree .................................................................................5
3. Digital Culture......................................................................................................................6
Cultural Governance: a lot of research ............................................................................................6
City Marketing ................................................................................................................................7
Live @home 1: The functioning of theatre houses and pop stages: funding, revenues & costs ............8
1) Art management: Entrepreneurial style – organizational culture .............................................8
2) Art management: Entrepreneurial style – organizational structure / functioning ....................8
Schemes:.....................................................................................................................................8
Cultural organisations .....................................................................................................................9
Funding, revenues and costs… (financiering, inkomsten en kosten) ................................................9
New funding models (nieuwe financieringsmodellen) ......................................................................9
Financial ....................................................................................................................................... 10
Pricing........................................................................................................................................... 10
Live @campus 2: How do artist think? And how do they organise? The aspect of cultural marketing 11
The artist… .................................................................................................................................... 11
Dual leadership and managing cultural institutions ................................................................... 11
What is important about cultural events? ................................................................................. 11
Programming ............................................................................................................................ 11
Manager an contract ................................................................................................................. 12
Gastspreker: Mathias Lataer – General manager ........................................................................... 12
De Feestarchitect (Live @campus .............................................................................................. 12
Culture marketing ......................................................................................................................... 12
Why is marketing for creative products different? ..................................................................... 13
Promoting art, culture and creativity ......................................................................................... 13
The Ansoff Matrix...................................................................................................................... 14
Live @campus 3: Sports organisational chart and their relationship with the government ................ 14
Structure Flanders......................................................................................................................... 14
Sports Flanders ......................................................................................................................... 14
Flemish sport policy – Roles by the government ........................................................................ 14
ISB ............................................................................................................................................ 15
FROS ......................................................................................................................................... 15
2
, Flemish Sportfederation ............................................................................................................ 15
Financial support....................................................................................................................... 15
Structural characteristics of sport organizations ........................................................................ 15
Specific characteristics of sports clubs and organizations of Moeskroen .................................... 16
Live @campus 4: Marketing communication and sponsorship in the sport sector ............................. 17
1. Mouscron – Sponsorship and marketing ................................................................................ 17
Marketing strategies of Mouscron............................................................................................. 17
2. Sport, marketing and communication .................................................................................... 18
3. Sport sponsoring ................................................................................................................... 20
3 goals ...................................................................................................................................... 20
Target audience ........................................................................................................................ 21
Sport sponsor shapes ................................................................................................................ 21
The five components of a winning sponsorship proposal ........................................................... 22
Exercise – examples .................................................................................................................. 22
Live @campus 5: Q&A and example exam questions ........................................................................ 23
Exam:............................................................................................................................................ 23
Examples: ..................................................................................................................................... 23
Here you have a sports add / a sport advertising. ...................................................................... 23
Funding systems:....................................................................................................................... 23
Organisations ............................................................................................................................ 23
Specifics: ................................................................................................................................... 23
Contract: ................................................................................................................................... 23
Convince a sponsor: .................................................................................................................. 23
Kind of marketing:..................................................................................................................... 23
Dangers:.................................................................................................................................... 23
Other questions: ........................................................................................................................... 24
Live @campus 6: Sports venues and how to run them ...................................................................... 24
Sport venue .................................................................................................................................. 24
Types: ....................................................................................................................................... 24
Accessibility .............................................................................................................................. 25
Brand an marketing – some ideas.............................................................................................. 26
What does a building company see in a sport venue? ................................................................ 27
3
Hoe wordt ik geëvalueerd?
Het examen is een mondeling online examen. Vooraf ontvang je 4 cases die beschikbaar zijn op
Canvas Opdrachten (ten minste 2 weken voor het examen). Je kunt het materiaal van de lessen
bestuderen en de cases lezen. Voor je eigen voorbereiding kun je al gaan nadenken over de
mogelijke vragen voor die cases.
Op de dag van het examen kies je willekeurig 2 van die cases met elke 2 vragen. Als het antwoord
voldoende is zal ik geen vragen meer stellen, als ik vragen blijf stellen is het een manier om je te
helpen of om te zoeken naar je uitmuntendheid. De vragen zullen vooral zoeken naar je kennis en
naar je praktische en organisatorische instinct.
1
,Inhoud
Live @campus 1: Introduction + the cultural policy, Flanders, city marketing and cultural governance 4
The most important subjects...........................................................................................................4
Regional cultural policy: Supralocal culture decree ......................................................................4
1. Local cultural policy (lokaal cultuurbeleid) ...........................................................................5
2. Participation: the participation decree .................................................................................5
3. Digital Culture......................................................................................................................6
Cultural Governance: a lot of research ............................................................................................6
City Marketing ................................................................................................................................7
Live @home 1: The functioning of theatre houses and pop stages: funding, revenues & costs ............8
1) Art management: Entrepreneurial style – organizational culture .............................................8
2) Art management: Entrepreneurial style – organizational structure / functioning ....................8
Schemes:.....................................................................................................................................8
Cultural organisations .....................................................................................................................9
Funding, revenues and costs… (financiering, inkomsten en kosten) ................................................9
New funding models (nieuwe financieringsmodellen) ......................................................................9
Financial ....................................................................................................................................... 10
Pricing........................................................................................................................................... 10
Live @campus 2: How do artist think? And how do they organise? The aspect of cultural marketing 11
The artist… .................................................................................................................................... 11
Dual leadership and managing cultural institutions ................................................................... 11
What is important about cultural events? ................................................................................. 11
Programming ............................................................................................................................ 11
Manager an contract ................................................................................................................. 12
Gastspreker: Mathias Lataer – General manager ........................................................................... 12
De Feestarchitect (Live @campus .............................................................................................. 12
Culture marketing ......................................................................................................................... 12
Why is marketing for creative products different? ..................................................................... 13
Promoting art, culture and creativity ......................................................................................... 13
The Ansoff Matrix...................................................................................................................... 14
Live @campus 3: Sports organisational chart and their relationship with the government ................ 14
Structure Flanders......................................................................................................................... 14
Sports Flanders ......................................................................................................................... 14
Flemish sport policy – Roles by the government ........................................................................ 14
ISB ............................................................................................................................................ 15
FROS ......................................................................................................................................... 15
2
, Flemish Sportfederation ............................................................................................................ 15
Financial support....................................................................................................................... 15
Structural characteristics of sport organizations ........................................................................ 15
Specific characteristics of sports clubs and organizations of Moeskroen .................................... 16
Live @campus 4: Marketing communication and sponsorship in the sport sector ............................. 17
1. Mouscron – Sponsorship and marketing ................................................................................ 17
Marketing strategies of Mouscron............................................................................................. 17
2. Sport, marketing and communication .................................................................................... 18
3. Sport sponsoring ................................................................................................................... 20
3 goals ...................................................................................................................................... 20
Target audience ........................................................................................................................ 21
Sport sponsor shapes ................................................................................................................ 21
The five components of a winning sponsorship proposal ........................................................... 22
Exercise – examples .................................................................................................................. 22
Live @campus 5: Q&A and example exam questions ........................................................................ 23
Exam:............................................................................................................................................ 23
Examples: ..................................................................................................................................... 23
Here you have a sports add / a sport advertising. ...................................................................... 23
Funding systems:....................................................................................................................... 23
Organisations ............................................................................................................................ 23
Specifics: ................................................................................................................................... 23
Contract: ................................................................................................................................... 23
Convince a sponsor: .................................................................................................................. 23
Kind of marketing:..................................................................................................................... 23
Dangers:.................................................................................................................................... 23
Other questions: ........................................................................................................................... 24
Live @campus 6: Sports venues and how to run them ...................................................................... 24
Sport venue .................................................................................................................................. 24
Types: ....................................................................................................................................... 24
Accessibility .............................................................................................................................. 25
Brand an marketing – some ideas.............................................................................................. 26
What does a building company see in a sport venue? ................................................................ 27
3
