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2024/25 Undergraduate Module Catalogue

PECI2707 Arts Marketing

20 creditsClass Size: 32

Module manager: Dr Sarah Feinstein

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2024/25

This module is approved as a discovery module

Module summary

The module explores how marketing theory is applied in practice in the cultural sector focusing on arts organisations. Students will learn concepts such as creative justice, audience segmention, commuication strategy for social media, audience research techniques and current models of digital 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.


The aim of this module is for students to understand and be able to critique and apply core arts marketing practices and principles. This will be achieved by learning activities such as SWOT analysis, social media audits and analysing case studies of marketing campaigns. Theories and models for communicating with audiences will be assessed through an online multiple choice questionnaire on the required reading then applied to a brief where students will present pitches for a marketing campaign. This module will be delivered through lectures and seminars run like workshops, which may include specialist input from guest lecturers and arts organisations.

Learning outcomes
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. articulate a clear understanding of core marketing theory and 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 Learning Outcomes
On successful completion of the module students will have demonstrated the following skills learning outcomes:
5 understand what makes an arts organisation successful, and an awareness of the wider environment within which it operates
6. prioritise, organise and manage resources for project management
7. use technology appropriately and ethically to enhance efficiency, identifying appropriate technologies for tasks to explore the role of marketing in the arts.
8. take a logical approach to solving problems; resolving issues by tackling from different angles, using both analytical and creative skills.

Competence standards
On successful completion of the module students will have demonstrated the following competence standards:
1. Capacity to communicate clearly about key issues
2. Capacity to find, evaluate, organise and share information across a variety of formats and media, ensuring the reliability and integrity both of the sources that you use and of the ideas that they help you to generate
3. Develop understanding of the field that supports professional development and ethical considerations in the field


Curriculum may cover the following topics audience research, planning and segmentation; campaign management; communications; branding and digital marketing.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Group Project23.006.00
Independent online learning hours8.00
Private study hours169.50
Total Contact hours22.50
Total hours (100hr per 10 credits)200.00

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/workshop discussion and activities. Lecture time will be dedicated to both assessments. Students will have two formal opportunities for formative feedback for their group presentation: a micropitch exercise and a 30-minute group tutorial.

Methods of assessment

Assessment typeNotes% of formal assessment
Online AssessmentOnline MCQ20.00
Total percentage (Assessment Coursework)100.00

An alternative assessment will be set for students that are excluded from group presentation or have disability requirements that preclude live presentations. The alternative assessment will be a recorded 15 minute presentation. The resit task for the online MCQ will be a 10 questions online short answer questionnaire based on the required reading. Resit task for the presentation will be a 10 minute recorded presentation analysing a marketing campaign.

Reading list

The reading list is available from the Library website

Last updated: 28/02/2024


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