CULP40330 Arts Marketing to Engagement

Academic Year 2022/2023

This module provides students with an opportunity to learn about and apply practice-based perspectives on arts marketing and promotion as an important aspect of public engagement with the arts. Content will assist students in considering the opportunities and challenges facing arts and cultural organisations as they seek to engage the public in attending, communicating about, and being involved in the programmatic decisions they take. Discussions and work will consider both Irish and international examples.

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Curricular information is subject to change

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

Student Effort Hours: 
Student Effort Type Hours
Seminar (or Webinar)

22
Specified Learning Activities

48
Autonomous Student Learning

55
Total

125
Approaches to Teaching and Learning:
Session topics will be explored through independent reading, a mixture of lectures, individual and group work and discussion. Sessions will be interactive. They will involve frequent questions, active learning, and informed debate and respect for one another even if there may be some tension as we navigate and defend different viewpoints. Students will be expected to prepare in advance and for sessions based on weekly readings and other independent study activities. Students will be supported to value and bring their own perspective to class and group discussions and informal presentations.

A range of case studies and examples drawn from the sector, academic reading, news articles, and audio and video clips will aid us in understanding and critically engaging in our examination of arts marketing and public engagement.

Students can take written notes during class or are welcome to type notes on laptops and devices. Slides will be uploaded to Brightspace.

Students may also be signposted to relevant readings and links that are not required for class meetings but are recommended for broader engagement. In learning development, students are expected to read widely—beyond the lists of readings we provide—and must refer to a wide range of relevant reading from the module in assessments. Please ensure that you are familiar with and following the referencing procedures outlined in our programme handbook.
 
Requirements, Exclusions and Recommendations
Learning Requirements:

An honours university degree at minimum level of 2.2 and work experience in the cultural sector. Selection is by short-listing and interview.


Module Requisites and Incompatibles
Incompatibles:
CULP40100 - Arts Marketing


 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Marketing Plan Unspecified n/a Graded No

50
Essay: Critical Review of Audience Marketing Unspecified n/a Graded No

50

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
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

For group assignments, shared feedback will be posted to all group members, post-assesment. For individual assignments, feedback will be shared with individual students post assessment. Both will be in the form of substantial written feedback, posted to Brightspace individually for each student, following submission. Criteria for each assessment is detailed in the syllabus.

Name Role
Dr Annette Clancy Lecturer / Co-Lecturer
Ms Jacqueline Ryan Lecturer / Co-Lecturer