Learning Outcomes:
After carrying out private study, attending and participating in seminars, and undertaking the assessment for this module, students should have the ability to:
- Gain an in-depth knowledge of the key principles of marketing and its application in the Arts/Cultural sector
- Identify and assess the marketing tools and techniques of engaging with the public
- Identify and discuss the challenges of applying techniques
- Evaluate the role of marketing in the corporate context of an arts organisation
Indicative Module Content:
The Marketing cycle, Marketing Mix, Understanding and researching target audiences, understanding marketing in a wider organisational context, public relations, different forms of marketing communications, co-programming with the public, accessibility