Module Catalogue 2019/20

MKT3095 : Cultural and Heritage Marketing

  • Offered for Year: 2019/20
  • 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 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

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion164:0064:00N/A
Scheduled Learning And Teaching ActivitiesLecture301:0030:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Teaching Rationale And Relationship

Lectures will be structured to include a variety of teaching styles and teaching aids such as videos, visual aids and the internet will be used. Small group teaching will allow the opportunity of exploring key issues and marketing / event planning in greater depth.

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 proposal (individual); analysis and objective setting (2000) words
Report2M50Event plan (individual) 2000 words
Formative Assessments
Description Semester When Set Comment
Written exercise1MSeminar focus on essay/ report outline and contents. Feedback given on areas identified satisfactorily and areas of improvement.
Written exercise2MSeminar 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 an 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 2019/20 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 2020/21 entry will be published here in early-April 2019. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.