module specification

SM5057 - Marketing the Arts (2017/18)

Module specification Module approved to run in 2017/18
Module title Marketing the Arts
Module level Intermediate (05)
Credit rating for module 15
School The Sir John Cass School of Art, Architecture and Design (The Cass)
Total study hours 150
105 hours Guided independent study
45 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 30%   Seminar presentation 15-20 minutes (per group).
Coursework 70%   Project portfolio 3,000-4,000 words
Running in 2017/18
Period Campus Day Time Module Leader
Spring semester North Tuesday Morning

Module summary

This module aims to offer students an insight into the practical marketing of theatre arts in addition to developing their professional and employment related skills. It will introduce students to the project skills required for marketing an arts event which they will then hone and develop through the research, creation and realisation of their own performance brand. This activity may interrelate with their performance-making work on other parts of the Theatre Practices degree.

Module aims

This module aims to introduce students to marketing practices and strategies for the theatre arts and aims to:
• Lead students in developing a performance brand for use in a marketing exercise.
• Undertake audience identification research and respond with ideas for reaching that audience.
• Create a marketing plan as a group exercise for delivery of the performance brand.
• To introduce students to the use of on-line media, such as blogs and websites, as part of a marketing strategy.


Marketing the Arts aims to give students an overview of arts marketing strategy including market analysis, market research, competition analysis and brand development. Through group activities and individual research students will develop understanding of what constitutes a marketing portfolio - images and words in hard and on-line copy - relating to a theatre/performance brand.

Students will develop a marketing portfolio for a theatre/performance brand that may relate to other work/projects on the course and which will enable students to apply these skills in arts venues and professional settings.

Learning and teaching

Lectures, tutorials, practical exercises in staff and student led seminars. The learning and teaching strategy will embrace autonomous and group contexts. On-line, practical and written research activities will be undertaken individually and as a group.

Learning outcomes

On successful completion of this module students will be able to:

• Understand the steps involved in developing a theatre/performance company brand and be able to articulate those in a marketing plan.
• Show understanding of how to conduct audience research and to create a marketing strategy using research data. 
• Create a marketing plan as a group exercise for delivery of the theatre/performance brand.
• Using on-line media, such as blogs and social media, create a live marketing event.

Assessment strategy

Assessment for this module will comprise of two interconnected parts.
1. Students will present a short ‘pitch’ (15-20 minutes max), of a performance brand that they have researched and created, to their lecturer and peers.
2. Drawing on feedback from the ‘pitch’, students will develop a marketing porfolio (3,000-4,000 words) that includes a media release/direct marketing sample/designer brief/brochure copy, relating to that performance brand.


Dwelly, T. 2001. Creative regeneration : lessons from ten community arts projects York : Joseph Rowntree Foundation
Hill, E. 2003. Creative Arts Marketing Butterworth Heinemann
O'Reilly, D. and Kerrigan, R. 2010. Marketing the Arts: A Fresh Approach Routledge
Seabrook, J. 2001. Nobrow: The Culture of Marketing, the Marketing of Culture Vintage
Pratt, A. C. and Jeffcutt, P. 2009. Creativity, Innovation and the Cultural Economy Routledge
Rentschler, R. 2002. Innovative Arts Marketing Allen & Unwin
Thornton, S. 2009. Seven Days in the Art World Granta