CULP40330

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
● Critically evaluate the specific issues relating to the development of a marketing strategy for an arts organisation
● Evaluate the role of marketing in the corporate context of an arts organisation
● Gain experience and reflect on group work and one’s own contribution and learning

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:

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.

There will be a full ‘lab’ day on 15th November for students to work together with the guidance of lecturers and industry professionals.

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 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

 

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.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.