MKT3095 : Cultural and Heritage Marketing

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


To examine the application of marketing theory to culture and heritage.
To introduce and explore the significance of cultural and heritage tourism marketing.
To analyse the role of marketing in the public, private and non-profit sectors of the cultural and heritage sector.
To provide an understanding of the tools and techniques required to design a marketing plan in the cultural and heritage sector.
To identify the actors and partnerships central to successful cultural and heritage sector marketing.
To develop an understanding of the cultural and heritage audiences.

Outline Of Syllabus

1. Current issues in the cultural and heritage sector, for example:
- Audience development
- Cultural tourism
- Destination marketing
- Role of technology

- Marketing planning & strategy

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture281:0028:00N/A
Guided Independent StudyAssessment preparation and completion164:0064:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00N/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. Tutorials will allow the opportunity of exploring key issues in greater depth.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Essay1M50Explore a current cultural or heritage marketing topic 2,000 words
Written exercise2M50Marketing Plan 2,000 words
Assessment Rationale And Relationship

The assignment in Semester 1 will enable students to review academic literature on a specific relevant cultural and heritage topic and apply to organisations in the cultural and heritage sector. The essay allows students to display written skills through succinctly producing a review of contemporary issue.

The assignment in Semester 2 will allow students the opportunity to gain valuable practical experience of developing an outline marketing plan using the knowledge they have gained during the module. The Marketing 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.

Reading Lists