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
|Semester 1 Credit Value:||10|
|Semester 2 Credit Value:||10|
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
c. Cultural tourism & Destination marketing
d. Role of technology
2. Analysis of an organisation and objective setting
3. Marketing/ event planning & strategy
|Guided Independent Study||Assessment preparation and completion||1||64:00||64:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||30||1:00||30:00||N/A|
|Guided Independent Study||Directed research and reading||1||50:00||50:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||6||1:00||6:00||N/A|
|Guided Independent Study||Independent study||1||50:00||50:00||N/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.
The format of resits will be determined by the Board of Examiners
|Report||1||M||50||Event proposal (individual); analysis and objective setting (2000) words|
|Report||2||M||50||Event plan (individual) 2000 words|
|Written exercise||1||M||Seminar focus on essay/ report outline and contents. Feedback given on areas identified satisfactorily and areas of improvement.|
|Written exercise||2||M||Seminar 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.