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Marketing in the Creative and Cultural Industries - TFT00097M

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• Department: Theatre, Film, Television and Interactive Media
• Credit value: 20 credits
• Credit level: M
• Academic year of delivery: 2023-24
  • See module specification for other years: 2024-25

Module summary

This module provides an overview of, and reflection on, fundamental concepts and theories of contemporary marketing - from marketing strategy, to marketing tactics, to marketing actions (marketing mix) - with a focus on creative industries.

Module will run

Occurrence	Teaching period
A	Semester 2 2023-24

Module aims

The module aims to:

• Introduce you to marketing, its role within organisations and its impact on society;
• Explore the role and importance of marketing in creative industries, using different case studies;
• Review tools for analyzing a market environment (e.g. SWOT, PESTLE, Porter's Five Forces) and revisit consumer behaviour theories in the context of creative industries;
• Explore, critically analyse and apply key concepts and theories of contemporary marketing to creative industries, including segmentation, targetting, positioning, branding and the (extended) marketing mix;
• Equip you with the skills to develop an appropriate marketing plan for creative businesses

Module learning outcomes

At the end of this module you will be able to:

• define marketing, understand its role within organisations and appreciate its impact on society, integrating ethics and sustainability frameworks;
• critically analyse the market environment, explain consumer behaviour theories, and justify marketing decisions based on customer insights;
• describe and apply appropriately the concepts of segmentation, targetting, positioning and branding in the context of creative industries;
• evaluate the (extended) marketing mix of businesses in creative industries, and develop marketing strategies, tactics and actions suited to a variety of creative organisations

Indicative assessment

Task	% of module mark
Essay/coursework	100

Special assessment rules

None

Additional assessment information

The formative work, although it is a group presentation whereas the final summative will be an individual essay, will allow students to apply and reflect on concepts and theories covered until week 7. The same materials (and more) will be examined in the final individual essay (summative).

Indicative reassessment

Task	% of module mark
Essay/coursework	100

Module feedback

You will receive written feedback in line with standard University turnaround times.

Indicative reading

Hill, Liz, O'Sullivan, Catherine, O'Sullivan, Terry and Brian Whitehead (2018), Creative Arts Marketing, 3rd Edition, Routledge, 305p.

Baines, Paul, Whitehouse, Sophie, Antonetti, Paolo, and Sara Rosengren (2021), Fundamentals of Marketing, 2nd Edition, Oxford University Press, 375p.

Baines, Paul, Rosengren, Sara and Paolo Antonetti (2022), Marketing, 6th Edition, Oxford University Press, 750p.

Troilo, Gabriele (2015), Marketing in Creative Industries: Value, Experience and Creativity, Palgrave Macmillan, 369p.