Module Catalogue 2020/21

MKT3095 : Cultural and Heritage Marketing

  • Offered for Year: 2020/21
  • Module Leader(s): Mrs Deborah Forbes
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
Pre Requisites
Pre Requisite Comment

N/A

Co Requisites
Co Requisite Comment

N/A

Aims

To examine the application of marketing theory to cultural,arts and heritage organisations
To analyse the role of marketing in the public, private and non-profit sectors of the cultural, arts and heritage sector.
To provide an understanding of the tools and techniques required to design an event/ marketing plan for an organisation in the cultural, arts and heritage sector.
To identify the actors and partnerships central to successful cultural, arts and heritage sector marketing.
To develop an understanding of the cultural and heritage audiences.
To introduce and explore a variety of current issues in cultural, art and heritage marketing that contribute to an organisations marketing objective setting; planning and event management

Outline Of Syllabus

1. Current issues in the cultural and heritage sector, for example:
a. Audience development
b. Funding
c. Cultural tourism & Destination marketing
d. Role of technology
2. Analysis of an organisation and objective setting

3. Marketing/ event planning & strategy

Learning Outcomes

Intended Knowledge Outcomes

At the end of the module students should be able to:
- Critically appraise key marketing theories and concepts as applied to the cultural and heritage markets.
- Evaluate the opportunities, challenges and constraints of the cultural and heritage sector.

Intended Skill Outcomes

At the end of the module students should be able to::
Have gained Graduate Skills Framework experience as follows:
Synthesise their research and analysis leading to informed discussion on issues in the Cultural and heritage industry.
Demonstrate innovation and creativity - through developing a marketing plan

Teaching Methods

Module leaders are revising this content in light of the Covid 19 restrictions.
Revised and approved detail information will be available by 17 August.

Reading Lists

Assessment Methods

Module leaders are revising this content in light of the Covid 19 restrictions.
Revised and approved detail information will be available by 17 August.

Timetable

Past Exam Papers

General Notes

N/A

Disclaimer: The information contained within the Module Catalogue relates to the 2020/21 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2021/22 entry will be published here in early-April 2021. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.