Module Catalogue 2024/25

Pre Requisite Comment

Academic Exchange Co-ordinator can approve registrations from incoming Study Abroad Students.

Students can have taken either ACE1000 or MKT1002 at Stage 1- a basic understanding of marketing concepts is useful.

Co Requisite Comment

N/A

Aims

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

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 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

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.

General Notes

N/A