School of Theatre, Performance and Cultural Policy Studies
This module will provide an overview of the theory and practice of strategic marketing and audience development for theatre, with a special emphasis on practical application. Over the course of module we will look at general marketing theory, the special challenges of marketing creative products and the use of market intelligence and data. We will also look at different organisational approaches to being audience focused, and associated implications for programming, resource management, internal communications and organisational structures. Other specific areas to be covered will include marketing events on tour, festival marketing, using social media and audience research.
The taught section of the module focuses on general marketing theory as it applies to arts organisations, specifically theatres and theatre companies. We will start by looking at the role of marketing in arts organisations, moving on to marketing as a strategic management tool. Later we will move onto the tactical marketing tools in common use in arts organisations, including social media. At the end of the course we will cover the role of the marketer and how contracting effects marketing activity and planning. The last two taught sessions will include case studies and sample marketing plans (both strategic and campaign), in preparation for the project that students will undertake from February.
After the taught portion of the course, students will be required to work on a specific project within an existing arts organisation, using them as a case study for an audience-focused or marketing project. This will be assessed against specific criteria and will be shared with the organisation with a view to it being of practical use to them. A written assignment of the project will comprise 50% of the overall mark.
Through the course, students will be expected to develop a full understanding of the following:
1) the concepts of marketing and their application in arts organisations
2) practical tools of theatre marketing and the processes of strategic development, tactical planning and evaluation
3) the nature of arts audiences in the subsidised and commercial theatre sectors, and techniques for gathering and using information on consumer buying behaviour, economic trends and the funded environment
4) the relationships between the needs of the market and artistic provision, within the framework of an arts organisation.
Wed 1100-1300 (G56)
Assessment: [50% examined]
25% Essay (3000 words)
25% Seminar Presentation
50% Written Assignment 5000 words