Module and Programme Catalogue

Search site

Find information on

2020/21 Undergraduate Module Catalogue

PECI2707 Arts Marketing

20 creditsClass Size: 40

Module manager: Dr Sarah Feinstein

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2020/21

Module replaces

PECI 2302

This module is approved as a discovery module

Module summary

This module may be of particular interest to students pursuing business and management, cultural studies, visual arts, English Literature, theatre and the fine arts. The module aims to enhance participants’ employability by exploring how marketing theory is applied in practice and is intended for students looking to acquire understanding and challenge key theoretical debates and practices in the dynamic field of arts marketing.


On completion of this module, students should be able to ...

On completion of this module students should be able to:
- understand and critique core marketing theories and principles and apply them with discernment to the arts sector;
- critically explore the role and purpose of the arts;
- investigate the key drivers and impacts of the arts on audiences;
- develop a sophisticated appreciation of the particular opportunities and increasing challenges faced by arts marketers all over the world.

Learning outcomes
On completion of this module, students should be able to:
- articulate a clear understanding of core marketing principles;
- critically analyse the theories behind consumer behaviour, market research, segmentation, pricing, communications, branding and digital marketing;
- demonstrate a critical understanding of the particular issues facing marketers within the arts and cultural sector;
- critically apply marketing theory to an arts organization and critique its marketing strategies.

Skills outcomes
On successful completion of this module students will be able to:

- apply marketing principles, models and concepts to a range of arts organisations.


This module will be delivered via a programme of interactive lectures, which may include specialist input from guest lecturers and arts organisations; via informal group work and discussion; and by group tutorials. We will explore and critique core marketing principles and investigate the particular problems facing those engaged in marketing the arts. In particular, we will focus on the topics of consumer behaviour, market research, planning and segmentation, pricing and campaign management, communications, branding and digital marketing.

Teaching methods

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Class tests, exams and assessment10.500.50
Private study hours179.00
Total Contact hours21.00
Total hours (100hr per 10 credits)200.00

Private study

Preparatory reading is required for lectures (30 hours).
Students will need to take and organise careful notes: to keep the information needed for later use and to check understanding of the material (20 hours).
Students will be required to revise for the class test in Week 6 (10 hours)
Students will be required to undertake extensive individual research into an arts organisation of their choice, supported by small group tutorials (20 hours).
Students will need to research and gather an extensive range of resources: books, journal articles, electronic resources and possibly conduct some primary research to complete the report (50 hours).
Students will need to engage in effective planning to produce a well argued and logically structured report (9 hours)
Students will need to develop strong reflective writing skills by drafting, completing and proof-reading their report and complying with appropriate presentational styles (40 hours).

Opportunities for Formative Feedback

Student progress will be monitored both formatively through class discussion and the MCQ test in week 6, which will highlight any serious engagement issues, and summatively through the final report.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Assessment typeNotes% of formal assessment
Report3,000-3,500 words70.00
In-course MCQ20-25 questions30.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 10/08/2020 08:43:25


Browse Other Catalogues

Errors, omissions, failed links etc should be notified to the Catalogue Team.PROD

© Copyright Leeds 2019