Online Seminar

in cooperation with the Kulturbüro Rheinland-Pfalz

Online Seminar "Guerilla Marketing

The effective marketing tool in the cultural sector

Guerilla marketing is the term used to describe authentic and creative actions that work with a small budget outside conventional advertising strategies. Actions that have a great impact due to their aesthetic or performative qualities and their target group-specific placement. Guerilla- Marketing is especially in the cultural sector, with limited resources and creative potential, a suitable advertising tool to address potential audiences in an original way. The online seminar first provides an overview of the origins of this marketing technique in art and political activism and discusses the relationship of guerrilla marketing to other marketing formats. In the second part, participants jointly evaluate digital as well as local guerrilla marketing actions undertaken by cultural institutions. In a third practical part, the participants plan step by step a guerrilla action for their own institution or initiative.


  • Overview of guerrilla marketing and its references in art and activism
  • Presentation and discussion of successful guerrilla marketing actions of cultural institutions (theater, museum)
  • Introduction to the step-by-step planning of a guerrilla marketing campaign
  • Design of a campaign for the own institution
Teaching team:

 Ina Ross

Lecturer in cultural management; author of the book "How do I survive as an artist?" and numerous international publications on cultural marketing. 

Number of participants: max. 20
Course start: Wednesday, 09.06.2021, 10:00
Course end: Wednesday, 09.06.2021, 17:30

100,- €

Notes on registration: Registration is via the Kulturbüro Rheinland-Pfalz: https://kulturseminare.de