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Curricular information is subject to change
On completion of this module, students should be able to: 1. gain an in-depth, higher level knowledge of the key concepts and principles of marketing and their application in the Arts/Cultural sector; 2. critically evaluate the specific issues relating to the development of a marketing strategy for an arts organisation or an individual artist or practitioner to promote their work; 3. evaluate the role of marketing in the corporate context of an arts organisation; 4. apply the principles of marketing in the preparation of a marketing plan for an arts organisation;Indicative Module Content:
Overview of Marketing Management
Marketing as a management subject consists of a set of concepts and principles for choosing target markets, evaluating customer needs, developing products and services which satisfy wants, and delivering value to customers and profit or benefit to the company or organisation. Customer needs are seen as business opportunities which occur in the context of a complex marketing environment consisting of the organisation itself, its customers and competitors both of which are constantly changing.
The course will include marketing management for the arts world as a six stage process concerning societal values in which the organisation attempts to:
• identify society and customer values;
• select the appropriate values for markets and customers in the context of existing and potential competitors;
• provide the value for customers;
• communicate the value;
• deliver it and
• implement a marketing plan which encompasses the previous stages.
Note: In this module the Marketing Plan serves as useful preparation for comprehensive 'Business Planning Exercise' later in the MA course.
This course examines the above issues in detail and attempts to integrate strategic and operational marketing based on a blend of conceptual and applied material relevant to products, services and ideas relevant to the arts sector. Marketing management is concerned with the application of marketing thinking in all areas of the business, irrespective of its nature. The conceptual material reflects 'classic' perspectives on academic and company research. The applied material seeks to demonstrate the universality of marketing management by drawing upon illustrations, company experience and case studies from a wide range of appropriate situations.
|Student Effort Type||Hours|
|Specified Learning Activities||
|Autonomous Student Learning||
Not applicable to this module.
|Description||Timing||Component Scale||% of Final Grade|
|Group Project: Marketing Plan - requires students to apply marketing theory to a marketing plan for an actual cultural venue or event.||Coursework (End of Trimester)||n/a||Graded||No||
|Journal: Marketing journal - a reflective journaling exercise that requires students to reflect throughout the semester on the relationship of marketing theory to marketing practice.||Coursework (End of Trimester)||n/a||Graded||No||
|Resit In||Terminal Exam|
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
Throughout the module, each student is engaged with individually regarding their understanding of the module content, and expectations relating to the assessable elements of the module. Students are continuously provided with feedback and assistance. Both lecturers on the programme are available by e-mail, telephone and if needed, in-person to address any student queries, or concerns arising from examination results.