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2024/25 Taught Postgraduate Module Catalogue

PECI5211M Audience, Engagement and Impact

30 creditsClass Size: 60

Module manager: Dr Sarah Feinstein

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2024/25

This module is not approved as an Elective

Module summary

This module studies how arts organisations understand their audiences and design audience experiences with them. Students will critically investigate a range of audience research and engagement strategies, such as audience segmentation, audience development, outreach, co-creation and co-production. This will be delivered through a combination of lectures by academic and practitoners, as well as small group seminars.


To develop a critical understanding of strategies of audience research and engagement to explore the relationship between arts organisations and their publics, both locally and globally.

Learning outcomes
1. Define, contextualise, apply and critique theoretical concepts related to arts audiences
2. Critically explore the benefits and challenges implied by these phenomena to the everyday practice and leadership of contemporary arts and cultural organisations across the world
3. Apply the core models, methods and approaches pertaining to audience research
4. Develop a critical appreciation of strategies to engage audiences that facilitate cultural organisations to fulfil their creative, strategic and social objectives

Skills learning outcomes
On successful completion of the module students will have demonstrated the following skills learning outcomes:
5. Ability to prioritise, organise and manage resources for project management to plan time, prioritise tasks and organise academic and personal commitments effectively 
6. Ability to take a logical approach to solving problems; resolving issues by tackling from different angles, using both analytical and creative skills.


The curriculum will include: theoretical concepts of audiences; audience research methods; accessibility and inclusion; audience outreach and education; audience engagement strategies; audience development; & evaluation.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours279.25
Total Contact hours20.75
Total hours (100hr per 10 credits)300.00

Opportunities for Formative Feedback

Students will receive formative feedback on the development of their ideas from tutor and peers in designated workshop activities, as well as tutorials for both assessments. Students will also be offered two optional opportunities in addition to office hours: drop-in online session for research proposal and micro-pitch on their engagement activity.

Methods of assessment

Assessment typeNotes% of formal assessment
Report3000 words50.00
PresentationVideo presentation (15 minutes group or 10 minutes individual)50.00
Total percentage (Assessment Coursework)100.00

Resit task for video presentation will be a 2000 word essay on analysing a core concept through case study research. Resit task for the report will be a 3000 word essay responding to a prompt.

Reading list

The reading list is available from the Library website

Last updated: 16/02/2024


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