문화콘텐츠 마케팅 교과과정 특성화 방안

초록

As the concept of culture content holds both cultural value and financial value orientation, the discussion on desirable marketing course specialized for the culture content curriculum is critical in establishing the educational system for culture content major. The maximization of sales revenue by culture content is important for survival and growth of industry, but too much emphasis on financial value can sometimes can hamper the cultural value of culture content, which ironically results in the failure of financial value creation. For the discussion, this study focuses on the role of marketing course which can contribute to the accomplishment of goal of culture content curriculum, which is to train the key industry specialist with the convergent competence of content development and creation. This study distinguishes the concept of culture content marketing from the broad understanding of culture marketing and marketing program using cultural theme for improving the company image or increasing product’s sales revenue. Also, the scope of culture content marketing should not be limited to the distribution, advertising, promotion and boosting consumption or sales of culture content. Instead, the main focus of culture content marketing should be placed on the conception and development of culture content, by creating and delivering the customer value of the content as the marketing is defined by American Marketing Association. Therefore, the marketing education course for culture content curriculum should be designed to enhance the students’ capability to understand and analyze the consumer needs in content market for development the marketing concept as the producer for culture content creation and development.

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