BA Creative and Cultural Industries

This course unit offers a comprehensive survey of principles and practices related to market and audience development in the context of arts, creative, and cultural products. Students will explore theories of consumer behaviour, statistical methods, and other data sources to map audiences and devise effective marketing strategies. The module incorporates guest speakers from industry practitioners and real-world case studies to provide practical insights into the field.

Assessment is through a group project with an external partner evaluating business strategy and organisational development, an individual reflection and blogpost on social justice and operational environments for CCMIs.

The unit aims to:

- Provide students with a deep knowledge of the theories, methodologies and best practices involved in market and audience development for arts, creative, and cultural products. 
- Foster practical skills in developing marketing strategies tailored to the unique demands of the arts, creative, and cultural industries.

Syllabus (indicative curriculum content):

1. Introduction to market and audience development principles and practices in the arts, creative, cultural, and media sectors

2. Theories of Consumer Behaviour and their relevance to the arts and cultural sector

3. Analysis of consumer motivations, decision-making processes, and behaviour in relation to arts and cultural products

4. Introduction to market research methodologies and techniques (target audiences and market trends)

5. Examination of statistical and other data sources for mapping audiences in the arts and cultural sectors

6. Introduction to data analysis tools and techniques for audience segmentation and profiling

7. Understanding the components of an effective marketing strategy

8. Case studies and examples of successful marketing strategies in the arts, creative, and cultural industries

9. Marketing Communications and Branding

10. Exploring marketing communications strategies and tactics for CCMIs products and services

11. Audience Engagement

12. Marketing Metrics and Evaluation

The course will be delivered over 11 weeks through weekly 1-hour lectures and 2-hour seminars (potentially involving field trips and workshop elements).

During the 2-hour seminar sessions, exercises and group work will be proposed and stimulated to support peer learning and proactive critical engagement with the contents.  

Seminars will offer opportunities for individual feedback and monitoring student progress to support inclusion, alongside weekly office hours for academic advisement. 
 
E-learning: Students will prepare for lectures and seminars through asynchronous content on Blackboard and through e-learning mechanisms such as collaboration tools, online exercises, and self-directed reading guided by spark pages. The use of lecture capture and other recorded materials will support inclusion. 

• Demonstrate knowledge and understanding of the principles and practices of market and audience development for arts, creative, and cultural products. A1 
• Identify and apply theories of consumer behaviour relevant to the arts and cultural sector. A3
• Through real-world case studies and guest speaker sessions, students will learn to apply theoretical concepts to design strategic and evidence-based marketing campaigns A2

• Analyse and critically evaluate theories of consumer behaviour and their applicability to the arts and cultural sector. 
• Interpret and analyse statistical and other data sources to map audiences and identify marketing opportunities. 
• Synthesize information from case studies and industry guest speakers to inform marketing strategies. 

• Be able to apply theories of marketing and consumption to practical issues facing creative organisations 
• Present data and arguments in seminars and group presentations (using digital supports) 
• Exercise self-progression plans and peer review  
   

• Demonstrate critical thinking and analytical skills in the context of creative and cultural marketing
• Solve problems related to marketing, audiences and consumption, in the context of contemporary creative economy and society
• Present complex information clearly in verbal, visual and written formats 
   

Written, 15 working days

Kolb, Bonita M. Marketing Strategy for the Creative and Cultural Industries. 2nd edition. Abingdon, Oxon: Routledge, 2021. Print.
Kerrigan, Finola, and Chloe Preece. Marketing the Arts : Breaking Boundaries. Ed. Finola Kerrigan and Chloe Preece. 2nd edition. Abingdon, Oxon: Routledge, 2023. Web.
M Reason, L Conner, K Johanson, B Walmsley (2019) Routledge Companion to Audiences and the Performing Arts London: Routledge