ARCH41010 Heritage Marketing & Management

Academic Year 2023/2024

This module will enable students to learn some challenging marketing concepts, digital communication techniques as well as an introduction to market research methods. In addition, it will introduce some basic financial management concepts for heritage/culture sites, which along with a basic introduction to management principles, including project management and negotiations and will develop students’ overall management skills. The course contents include lectures, case studies and up-to-date media examples.

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Curricular information is subject to change

Learning Outcomes:

On completion of this module, students should be able to:
1. Demonstrate a critical understanding of the concepts of Marketing and Branding.
2. Demonstrate a critical understanding of the concepts of Consumer Behaviour and the various Marketing Communication methods.
3. Demonstrate a critical understanding of the concepts of Market Research Methods.
4. Demonstrate a critical understanding of the concept of Management Behaviours and theories including Organisation Culture and Diversity.
5. Demonstrate an understanding of Financial Management for heritage/cultural sites.

Student Effort Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:
lectures, project work, reading and discussion 
Requirements, Exclusions and Recommendations
Learning Requirements:

Primary degree

Learning Exclusions:


Learning Recommendations:


Module Requisites and Incompatibles
Project Development, Managemen (ZOOL40170)

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Presentation: Individual Project Pesentation Week 12 n/a Graded No


Project: Individual Project Varies over the Trimester n/a Graded No


Assignment: Reading Assignments Varies over the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment

How will my Feedback be Delivered?

UCD School of Archaeology use standard feedback sheets for all modules. Your feedback is provided on this form - the form also contains feed forward details - this will help you think about how you could improve your approach in future assignments

Name Role
Mr John Byrne Lecturer / Co-Lecturer
Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Lecture Offering 1 Week(s) - 2, 3, 4, 5, 6, 7, 9, 10, 11 Mon 10:00 - 11:50
Lecture Offering 1 Week(s) - 12 Mon 10:00 - 12:50