Course Details in 2025/26 Session


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Module Title LM Marketing in the Creative and Cultural Sector
SchoolEng, Drama, & Creative Studies
Department Eng, Drama, Creative Studies
Module Code 09 40852
Module Lead Finola Kerrigan
Level Masters Level
Credits 20
Semester Semester 1
Pre-requisites
Co-requisites
Restrictions None
Contact Hours Seminar-30 hours
Guided independent study-170 hours
Total: 200 hours
Exclusions
Description Through study on this module, students will develop insight into marketing strategies and campaigns as they apply to creative and cultural organisations. Students will learn a range of different marketing theories and approaches, and develop a critical awareness of the distinctiveness of creative and cultural products. Using case studies, students will learn a variety of marketing concepts, which may include:
Audience Segmentation and Engagement: Understanding the diverse audiences within the creative and cultural sector and developing tailored strategies to engage them
Branding and Identity: Building and managing the identity and reputation of creative and cultural organisations.
Digital Marketing in the Arts: Leveraging digital platforms, social media, and online tools to promote cultural events, artists, and creative projects.
Cultural Marketing and Diversity: Exploring the cultural dimensions of marketing, with a focus on inclusive and culturally sensitive approaches to reach diverse audiences.
Market Research and Analytics: Utilising data-driven insights to make informed marketing decisions, analyse audience behaviour, and assess the impact of marketing campaigns.
Partnerships and Sponsorships: Developing collaborations with other organizations, sponsors, and donors to support cultural and creative initiatives.
Arts Promotion and Event Management: Planning, promoting, and managing cultural events, exhibitions, performances, and festivals.
Learning Outcomes By the end of the module students should be able to:
  • Demonstrate knowledge of a range of marketing strategies, with focus on how they are utilised in the creative or cultural sector.
  • Design and develop an implementation strategy for a marketing campaign for a creative or cultural sector product or organisation
  • Demonstrate understanding of the roles of different stakeholders in the sector play in launching a creative or cultural product or event
  • Build marketing strategies with an awareness of audience, with particular emphasis on equality of experience and inclusivity
Assessment
Assessment Methods & Exceptions Assessment:

3000-word essay (75%)
10-minute recorded group pitch presentation (25%)

Reassessment:

Failed component only
3000-word essay (75%)

10-minute recorded group or 5-minute individual pitch presentation (25%)
Other
Reading List