What characteristics and differences define cultural communication compared to traditional advertising for other products and services?

Is promoting the work of an institution, a film festival, a play or an exhibition just a questions of operationalising printed materials, making posts on social networks and some contacts with the press?

At the request of many trainees, we now propose a course on Cultural Communication, where we shall reflect on strategy, creativity and planning, as well as autonomy and the relationship with institutional and artistic teams.
We shall also analyse concepts, strategies and communication techniques, where we shall move from thinking to practice, based on the professional experience of the trainer and other case studies in the cultural sector.