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ARCH41010

Academic Year 2026/2027

Heritage Marketing & Management (ARCH41010)

Subject:
Archaeology
College:
Social Sciences & Law
School:
Archaeology
Level:
4 (Masters)
Credits:
5
Module Coordinator:
Dr Claire Cave
Trimester:
Autumn
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This module examines key principles of marketing, management and financial decision-making within heritage, cultural and tourism sectors. We will explore how heritage organisations and sites communicate value, engage audiences, manage resources and respond to contemporary organisational and societal challenges.
The module introduces core concepts in marketing, branding, consumer behaviour and digital communication, with particular emphasis on the promotion and management of cultural and natural heritage sites. We will examine approaches to visitor engagement and marketing strategies, including the role of social media and digital platforms in heritage promotion as well as governance, resilience and ethical leadership.
In addition, the module introduces financial management concepts relevant to heritage and cultural organisations, including budgeting, cost-benefit analysis, project planning and financial sustainability. Through case studies and applied exercises, students will develop critical insights and skills relevant to professional roles in heritage management, tourism, cultural and museum organisations and related sectors

About this Module

Learning Outcomes:

On successful completion of this module, students should be able to:
1. Analyse marketing and branding approaches used within heritage, cultural and tourism organisations.
2. Evaluate the role of consumer behaviour and marketing communication in shaping visitor experiences and use of heritage resources
3. Apply appropriate market research and analytical approaches to support decision-making within heritage organisations.
4. Critically assess organisational management practices based on an understanding of the concept of Management Behaviours and theories including Organisation Culture and Diversity.
5. Apply basic financial and project management principles to heritage, cultural and tourism management scenarios, including budgeting, planning and resource allocation.
6. Evaluate ethical, governance and corporate social responsibility challenges affecting heritage, cultural and tourist organisations.

UNESCO highlights a set of key competencies that support individuals in their development and support society in achieving the UN Sustainable Development Goals (SDGs). UCD has adapted these competencies and is combining them with others to form a general framework of learning competencies. This module will help you develop the competencies below to the levels specified. 
Learning Competency Additional Information Level

Collaboration

 The ability to learn from others; to understand and respect the needs, perspectives and actions of others (empathy); to understand, relate to and be sensitive to others (empathic leadership); to deal with conflicts in a group; and to facilitate collaborative and participatory problem solving. Competent

Critical Thinking

 The ability to question norms, practices and opinions; to reflect on one’s own values, perceptions and actions. Proficient

Systems Thinking

 The ability to recognize and understand relationships; to analyse complex systems; to think of how systems are embedded within different domains and different scales; and to deal with uncertainty. Competent

Strategic

 The ability to collectively develop and implement innovative actions that further sustainability at the local level and further afield. Competent

Integrated Problem Solving

 The overarching ability to apply different problem-solving frameworks to complex sustainability problems and develop viable, inclusive and equitable solution options that promote sustainable development, integrating the competencies in this list. Proficient

Self-awareness

 The ability to reflect on one’s own role in the local community and (global) society; to continually evaluate and further motivate one’s actions; and to deal with one’s feelings and desires. Advanced Beginner

Normative

 The ability to understand and reflect on the norms and values that underlie one’s actions; and to negotiate values, principles, goals, and targets, in a context of conflicts of interest and trade-offs, uncertain knowledge and contradictions. Competent

Anticipatory

 The ability to understand and evaluate multiple scenarios for the future – possible, probable and desirable; to create one’s own visions for the future; to apply the precautionary principle; to assess the consequences of actions; and to deal with risks and changes. Competent

Digital Literacy and Judgement

 The ability to access, evaluate, create and communicate information in digital environments; to engage critically, ethically and responsibly with digital technologies and digital information; to understand their opportunities, limitations, risks and impact on individual’s digital identities; and to exercise informed judgement in digital participation and decision-making. Competent

AI Literacy & Agency

 The ability to understand, critically evaluate and responsibly engage with artificial intelligence; to recognise how AI systems are shaped by human values; to assess their ethical, social and environmental implications; and to exercise human judgement, agency and accountability in AI-related contexts. Advanced Beginner

Wellbeing

 Wellbeing is having the resources and skills to meet life's challenges, including attributes such as personal development skills, resilience, stress management, strengths, lifestyle skills, nutrition, physical activity, sleep, alcohol/substance use, academic skills, time management, goal setting, interpersonal skills, group work, communication. Advanced Beginner

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

52
Autonomous Student Learning

55
Lectures

18
Total

125

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

Requirements, Exclusions and Recommendations
Learning Requirements:

Primary degree

Learning Exclusions:

None

Learning Recommendations:

None


Module Requisites and Incompatibles
Equivalents:
Project Development, Managemen (ZOOL40170)


 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Assignment(Including Essay): Presentation in preparation for project. Week 12 Graded No
15
 No
Group Work Assignment: Critically discuss readings. Week 2, Week 3, Week 4, Week 5, Week 6 Graded No
15
 No
Individual Project: Individual project report, 3500 words. Week 15 Graded No
70
 No

As part of UCD's student support, under the Additional Consideration policy, extensions may be available for the following assessments in the module: Assignment (including essay/poster), Portfolio, Reflective Assignment, Report(s), and Individual Project.


Carry forward of passed components
Yes
 

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.
Autumn Lecture Offering 1 Week(s) - 2, 3, 4, 5, 6, 7, 9, 10, 11 Mon 10:00 - 11:50
Autumn Lecture Offering 1 Week(s) - 12 Mon 10:00 - 12:50
Autumn Lecture Offering 1 Week(s) - 1 Mon 14:00 - 15:50
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