Module Catalogue 2022/23

MKT3095 : Cultural and Heritage Marketing

  • Offered for Year: 2022/23
  • Module Leader(s): Mrs Deborah Forbes
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
Pre Requisites
Code Title
MKT1002Introduction to Marketing
Pre Requisite Comment


Co Requisites
Co Requisite Comment



To examine the application of marketing theory to cultural,arts and heritage (C,A&H) 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 C,A&H sector, for example:
a. Audience change and development
b. Funding of the C,A&H sector
c. C,A&H sector Policy
d. Role of technology in C,A&H sector

2. Marketing/ event planning & strategy including :
a. Situational Analysis
b. Objective setting
c. Proposals
d. Budget, costs and control

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 Attributes as follows:
Be a critical thinker - Synthesise their research and analysis leading to informed discussion and outputs on issues in the Cultural and Heritage sector.
Be curious - Understand how Cultural Organisations operate
Demonstrate innovation and creativity - through developing a marketing/ event plan for a Cultural or Heritage organisation

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture181:0018:00PiP lectures
Structured Guided LearningLecture materials61:006:00N/A
Guided Independent StudyAssessment preparation and completion160:0060:00time for students to complete course work and and assessments
Guided Independent StudyDirected research and reading163:0063:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00PiP seminars delivered 3 per semester
Scheduled Learning And Teaching ActivitiesDrop-in/surgery41:004:002 per semester
Guided Independent StudyIndependent study138:0038:00To develop knowledge and understanding of the module. Balance to equal 200 overall
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time51:005:00N/A
Teaching Rationale And Relationship

A combination of In person and online delivery . In person lectures will develop knowledge and understanding of the subject area key areas and be supported by in person small group teaching to allow the opportunity of exploring key issues and marketing / event planning in greater depth.
Guided independant study will include a variety of material on Canvas to explore and develop undertsanding of the sector this will include case studies, guest / expert videos, You tube examples, Cultural web sites to support the learning outcomes.
Structured Guidede learning will provide addiitonal pre recorded lecture material pertient to understanding the sector

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Report1M50Event / Plan proposal (individual); analysis and objective setting (2000) words
Report2M50Event/ plan (individual) 2000 words
Formative Assessments
Description Semester When Set Comment
Case study1MSeminar focus on essay/ report outline and contents. Feedback given on areas identified satisfactorily and areas of improvement.
Case study2MSeminar focus on essay/ report outline and contents. Feedback given on areas identified satisfactorily and areas of improvement.
Assessment Rationale And Relationship

The assignment in Semester 1 will enable students to identify an organisation and conduct a situational analysis which will draw on the key issues discussed in semester 1. From this objectives will be set eg. developing the audience; increasing funding or recruiting volunteers and a proposal for a markeitng plan/ event will be written. The report allows students to display written skills through succinctly producing a proposal for a event/ plan.

The assignment in Semester 2 will allow students the opportunity to gain valuable practical experience of developing an outline event / plan using the knowledge they have gained during the module. The Event/ Plan allows students to have practical experience of dealing with a 'real' marketing situation and develop their investigative and written skills.

Students will apply the knowledge gained during the lectures in both elements of the assessment.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2022/23 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 2023/24 entry will be published here in early-April 2023. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.