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2021/22 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 2021/22

Module replaces

PECI 2302

This module is approved as a discovery module

Module summary

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. This module may be of particular interest to students pursuing business and management, cultural studies, visual arts, English Literature, theatre , performance, events management and the fine arts.


On completion of this module students should be able to:
1. understand and critique core marketing theories and principles and apply them with discernment to the arts sector;
2. critically explore the role and purpose of the arts;
3. investigate the key drivers and impacts of the arts on audiences;
4. 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:
1. articulate a clear understanding of core marketing principles;
2. critically analyse the theories behind consumer behaviour, market research, segmentation, communications, branding and digital marketing;
3. demonstrate a critical understanding of the particular issues facing marketers within the arts and cultural sector;
4. 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 pre-recorded lectures, live workshop and lectures, which may include specialist input from guest lecturers and arts organisations. In particular, we will focus on audience research, planning and segmentation; campaign management; communications; branding and digital marketing. We will explore and critique core marketing concepts and then apply them to a real-world case study by responding to a marketing campaign brief set by an arts organisation.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Class tests, exams and assessment11.001.00
Group learning90.806.80
Independent online learning hours9.00
Private study hours167.90
Total Contact hours23.10
Total hours (100hr per 10 credits)200.00

Private study

Preparatory reading required for lectures and seminars (45 hours)
Additional digital content available through Minerva (podcasts and recordings of professional roundtables) (27 hours)
Students will be required to revise for the class test in Week 6 (8 hours)
Students will need to undertake extensive research and gather an extensive range of resources (books, journal articles, electronic resources and possibly conduct some primary research) to complete the presentation (62 hours).
Students will need to engage in effective planning to produce a well-argued and logically structured presentation including communicating with team members outside of class and writing a short reflection on that process and their contribution to the presentation (26 hours)

Opportunities for Formative Feedback

Student progress will be monitored both formatively through class discussion and the MCQ test in week 6 (online 30 questions) which will highlight any serious engagement issues, as well as verbally in class each week in seminar/workshops. Summative feedback will come as the mark for MCQ. Additionally, each student will receive formative feedback (approximately 15 min each week) in allocated time for group work to help develop their final presentation responding to a marketing campaign brief. Feedback will be given summatively on their group presentation.

Methods of assessment

Assessment typeNotes% of formal assessment
Group ProjectResponding to a marketing brief that results in a 15-20 min final group presentation and supported by a short individual reflection70.00
Total percentage (Assessment Coursework)70.00

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

Exam typeExam duration% of formal assessment
Online MCQ1 hr 30.00
Total percentage (Assessment Exams)30.00

MCQ will be open book and administered online through Minerva. It is not timed and students are able to save progress and return to complete. The students will have 72 hour window to submit. It maps onto LO 1.

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 13:18:26


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