Vom 12. Juli bis 4. August finden die „International Summer Courses 2012 – Arts & Creative Entrepreneurship“ an der Universität der Künste in Berlin statt.  Es geht um Selbstpositionierung, Networking, unternehmerisches Denken und Handeln. Mein englischsprachiger Workshop wird stattfinden am 19.7. und 20.7.. Thema „Human Branding“.

The concept of “human branding“ utilises up-to-date knowledge gained from science and current marketing practices. The concept’s validity is limited to people who offer their performance in markets. Therefore it is suitable for artists, too.

The market for artists is fairly saturated, as more and more artists offer their performance there. Thus, success is a question of ousting rivals from the market. The overwhelming quantity of offers makes it difficult for the customers and other stakeholders like funders, journalists and multiplicators to orientate themselves. Competition is even intensified if many offers are perceived as interchangeable; hence customers become less motivated to get information. The conclusion is: the struggle for the best performance turns into a fight for attention.

Artists today have to deal with the question how to maintain their hold on the market and how to achieve sustainable competitive advantages.

Contents

  • The own personality as an artist in the focus of human branding
  • The effective transportation of the personality
  • The image of the artist as the effect of self-marketing
  • Models and instruments of self-marketing
  • Examples of artists’ successful self-marketing

Methods
Lecture, discussion, reflexion on artists’ examples, individual and group work, reflexion on own examples

Flyer (PDF) mit dem Kursangebot

Weitere Infos auf der UdK-Website