CULP40100 Marketing in the Arts

Academic Year 2019/2020

Marketing management in the cultural sector requires an understanding of the potential audience, and how this audience shapes cultural development and interacts with the cultural sector, and how it consumes cultural products. Marketing theories and techniques provide a framework for the development of appropriate cultural products and services for the public to consume or participate in. This module introduces students to the principles of marketing from the perspective of arts and cultural organisations. Many issues arise from the implementation of a marketing strategy in this sector and the module focuses on in-class identification and discussion of those issues. Topics include: the arts marketing environment, audience targeting and development, developing a strategic marketing plan.

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Curricular information is subject to change

Learning Outcomes:

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 Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:

This course is presented in twelve 2 hour sessions and includes lectures, case study analyses and discussion, a group applied project, papers, learning journals and participant discussion and interaction based on assigned readings and class exercises. The main focus of the module will be the preparation of a marketing plan for an Arts organisation of choice which will be of benefit when preparing the Business Plan in semester 2. Participants will be divided into groups which will report progress on a weekly basis. Issues arising will be discussed and recommendations put forward. In this context, the course instructor will act as mentor to the groups. Students also keep a journal of their personal learnings from the course, and how their values as arts managers will influence their strategic marketing goals.
Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
FDSC30140 - Food Marketing

Arts Marketing (AH40100)

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % 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


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
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

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.

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) - Autumn: All Weeks Tues 10:00 - 11:50