The project identifies 2 target groups: 1) the teachers (direct beneficiaries), who will acquire the necessary marketing knowledge & skills to be able to adopt the Marketing 4 Artists approach, and to teach it at schools; M4A will beforehand level their marketing knowledge on the needs identified. 2) the students (indirect beneficiaries). For these target groups, M4A develops a learning module divided into 4 Didactic Units & Didactic Unit 5 for Practical Work.The project creates an additional Didactic Unit 0 addressed only to the teachers, in order to train them with the basic general marketing Knowledge & Skills that they need to acquire for becoming able to teach to students. Didactic Units 1-4 are elaborated as teaching material for art students that teachers can use during their lessons, but they have another use: they are also learning modules for art teachers once they start the training for adopting M4A. The contents of the Didactic Units 1-4 will then be new for the teachers as well.
Marketing 4 Artists is addressed to work on issues that undermine the attractiveness of VET and improve the quality assurance in vocational education and training by adapting its educational curricula to reduce the mismatch between formaleducation and labour market needs. A detailed analysis made by the partners in their own countries has revealed that only in Spain and Latvia art students acquire some entrepreneurial concepts, but they are general and linked to business administration, and not supporting their need of marketing skills in the artistic sector. InItaly, Finland, Slovenia and Belgium art students don’t have any lessons that can teach them basic marketing skills. This approach doesn't support recently graduated students in Art in becoming successful entrepreneurs or appealing attractive employees. Even if artists have talent related to their art-skills, this is not supported by an effective self-promotion crucial to draw the attention of clients and talent scouts. This lack is also present in the HEI study-cycles. It's not possible to find art-marketing programs in VET and HEI curricula, if not for some initiative set and taken as an individual educational body.