TY - JOUR

T1 - Additional Education In The Context Of Modern Art Market Development And The Formation Of Strong Cultural Brands

AU - Pashkus, Natalia Anatolyevna

AU - Pashkus, Vadim Yurievich

AU - Bavina, Polina Aleksandrovna

AU - Yegorova, Elena Vladimirovna

AU - Volkova, Anna Vladimirovna

N1 - Pashkus, N. A., Pashkus , V. Y., Bavina , P. A., Yegorova , E. V., & Volkova , A. V. (2020). Additional Education In The Context Of Modern Art Market Development And The Formation Of Strong Cultural Brands. Revista Tempos E Espaços Em Educação, 13(32), 1-15. https://doi.org/10.20952/revtee.v13i32.13266

PY - 2020/3/19

Y1 - 2020/3/19

N2 - This article is devoted to the issue of promoting strong local cultural brands in the art market by means of additional education programs. Globalization, increased competition in the global market, high economic and political risks, and development and implementation of strong cultural brands strategy provide opportunities to improve global competitiveness of local destinations. However, the art market in Russia is underdeveloped. Thus, it requires additional education programs. Social marketing education programs, aimed at the promotion and development of the Russian art market, are in fact being implemented. According to foreign examples, the development of the art market (in terms of image) is worthwhile for the state. However, the lack of information and understanding about the transactions in the art market contribute to a low economic level of investment in this area in Russia. Therefore, we cannot significantly influence the cultural brand of the territory. The authors offer a model for positioning additional education programs to break through in the art market, which can help to identify effective promotion strategies and significantly improve the effect of state support for such programs. This model can help local decisionmakers avoid the high risks that come with implementing additional education programs. The authors of the work studied the positioning of additional education programs in the framework of the art market based on a modified Cagan-Vogel matrix. In addition, typical examples of programs from various areas are examined to identify the advantages of these programs that successfully influence the development of the art market and how they strengthen the cultural brand of their territory.

AB - This article is devoted to the issue of promoting strong local cultural brands in the art market by means of additional education programs. Globalization, increased competition in the global market, high economic and political risks, and development and implementation of strong cultural brands strategy provide opportunities to improve global competitiveness of local destinations. However, the art market in Russia is underdeveloped. Thus, it requires additional education programs. Social marketing education programs, aimed at the promotion and development of the Russian art market, are in fact being implemented. According to foreign examples, the development of the art market (in terms of image) is worthwhile for the state. However, the lack of information and understanding about the transactions in the art market contribute to a low economic level of investment in this area in Russia. Therefore, we cannot significantly influence the cultural brand of the territory. The authors offer a model for positioning additional education programs to break through in the art market, which can help to identify effective promotion strategies and significantly improve the effect of state support for such programs. This model can help local decisionmakers avoid the high risks that come with implementing additional education programs. The authors of the work studied the positioning of additional education programs in the framework of the art market based on a modified Cagan-Vogel matrix. In addition, typical examples of programs from various areas are examined to identify the advantages of these programs that successfully influence the development of the art market and how they strengthen the cultural brand of their territory.

KW - арт-рынок

KW - бренд территории

KW - культурный бренд

KW - программа дополнительного образования

KW - модель Кейгана-Вогеля

KW - art market

KW - place brand

KW - cultural brand

KW - additional education program

KW - Cagan-Vogel model

KW - PLACE BRANDS

KW - IDENTITY

UR - https://www.mendeley.com/catalogue/140e458a-8a78-3e4c-a4f7-c3a76537fe4f/

U2 - 10.20952/revtee.v13i32.13266

DO - 10.20952/revtee.v13i32.13266

M3 - Article

VL - 13

JO - Revista Tempos e Espaços em Educação

JF - Revista Tempos e Espaços em Educação

SN - 1983-6597

IS - 32

M1 - 13266

ER -