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%)
