Art and Design Management MA
Márton Brigitta
supervisor
Babarczy Eszter
portfolio
Cultural marketing from literature to music festivals
I started my studies at MOME with a BA degree in marketing, and my aim was to apply the tools I had learned during my previous studies in an area that I consider to be value-creating, so cultural marketing has been the guideline of my internships. I tried myself at many fields, from architecture to glass art, and ended up not committing to one field, but starting to work for a communications agency with a broad cultural client portfolio, constantly facing diverse management and marketing challenges.
thesis
Personal branding of contemporary European authors of fiction
Based on in-depth interviews with literary managers, agents and literary marketing experts, and further research, I analyse the author’s personal brand in contemporary European literature, including the role of agents, publishers and managers in the branding process. Then I map out the role of communication activities that contribute to building an author’s personal brand through three case studies.