2023/24 Undergraduate Module Catalogue

PECI2707 Arts Marketing

20 creditsClass Size: 32

Module manager: Dr Sarah Feinstein
Email: s.feinstein@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2023/24

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.

Objectives

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.

Syllabus

This module will be delivered via a programme of pre-recorded lectures and 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 type	Number	Length hours	Student hours
On-line Learning	1	1.00	0.00
Supervision	1	0.50	0.50
Group Project	2	2.00	4.00
seminars	7	1.00	7.00
Lecture	7	1.00	7.00
Independent online learning hours			7.00
Private study hours			171.00
Total Contact hours			18.50
Total hours (100hr per 10 credits)			196.50

Private study

Preparatory reading required for lectures and seminars (45 hours)
Additional digital content available through Minerva (podcasts and recordings of professional roundtables) (18 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 (80 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 (20 hours)

Opportunities for Formative Feedback

Student progress will be monitored through class discussion and the MCQ test which will highlight any serious issues with learning outcomes and objectives. Progress will also be continually monitored through verbal engagement in seminars discussion and activities.
Students will have two formal opportunities for formative feedback for their group presentation: a flip-grid micropitch exercise and a 20-minute group tutorial.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Online Assessment	Online MCQ - 20 questions	20.00
Presentation	20 minutes	80.00
Total percentage (Assessment Coursework)		100.00

If a student is unable to complete the in-course MCQ during the scheduled 48-hour window, their resit assignment will be a 1500-word essay. If a student is excluded or unable to attend presentation, their resit assignment will be an alternative assessment of a 2500-word essay.

Reading list

The reading list is available from the Library website

Last updated: 10/05/2023 15:13:22

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