MKT3095 : Cultural and Heritage Marketing
MKT3095 : Cultural and Heritage Marketing
- Offered for Year: 2025/26
- Module Leader(s): Dr Yulia Dzenkovska
- Co-Module Leader: Dr Hao Du
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
Semester 1 Credit Value: | 10 |
Semester 2 Credit Value: | 10 |
ECTS Credits: | 10.0 |
European Credit Transfer System | |
Pre-requisite
Modules you must have done previously to study this module
Code | Title |
---|---|
MKT1002 | Introduction to Marketing |
Pre Requisite Comment
Academic Exchange Co-ordinator can approve registrations from incoming Study Abroad Students.
Students can have taken either ACE1000 or MKT1002 at Stage 1- a basic understanding of marketing concepts is useful.
Co-Requisite
Modules you need to take at the same time
Co Requisite Comment
N/A
Aims
To examine the application of marketing theory to cultural,arts and heritage (C,A&H) organisations and linking towards cultural/heritage tourism industry.
To analyse the role of marketing in the public, private and non-profit sectors of the cultural, arts and heritage sector.
To provide an understanding of the tools and techniques required to design an event/ marketing plan for an organisation in the cultural, arts and heritage sector.
To identify the actors and partnerships central to successful cultural, arts and heritage sector marketing.
To develop an understanding of the cultural and heritage audiences.
To introduce and explore a variety of current issues in cultural, art and heritage marketing that contribute to an organisations marketing objective setting; planning and event management
Outline Of Syllabus
1. Current issues in the C,A&H sector, for example:
a. Audience change and development
b. Funding of the C,A&H sector
c. C,A&H sector Policy
d. Role of technology in C,A&H sector
2. Marketing/ event planning & strategy including :
a. Situational Analysis
b. Objective setting
c. Proposals
d. Budget, costs and control
Learning Outcomes
Intended Knowledge Outcomes
At the end of the module students should be able to:
- Critically appraise key marketing theories and concepts as applied to the cultural and heritage markets.
- Evaluate the opportunities, challenges and constraints of the cultural and heritage sector.
Intended Skill Outcomes
At the end of the module students should be able to:
Have gained Graduate Attributes as follows:
Be a critical thinker - Synthesise their research and analysis leading to informed discussion and outputs on issues in the Cultural and Heritage sector.
Be curious - Understand how Cultural Organisations operate
Demonstrate innovation and creativity - through developing a marketing/ event plan for a Cultural or Heritage organisation
Teaching Methods
Teaching Activities
Category | Activity | Number | Length | Student Hours | Comment |
---|---|---|---|---|---|
Guided Independent Study | Assessment preparation and completion | 1 | 60:00 | 60:00 | time for students to complete course work and and assessments |
Scheduled Learning And Teaching Activities | Lecture | 18 | 1:00 | 18:00 | PiP lectures - 9 per semester |
Structured Guided Learning | Lecture materials | 6 | 1:00 | 6:00 | N/A |
Guided Independent Study | Directed research and reading | 1 | 63:00 | 63:00 | N/A |
Scheduled Learning And Teaching Activities | Small group teaching | 6 | 1:00 | 6:00 | PiP seminars delivered 3 per semester |
Guided Independent Study | Independent study | 1 | 43:00 | 43:00 | To develop knowledge and understanding of the module. Balance to equal 200 overall |
Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 4 | 1:00 | 4:00 | 2 per semester |
Total | 200:00 |
Teaching Rationale And Relationship
A combination of In person and online delivery . In person lectures will develop knowledge and understanding of the subject area key areas and be supported by in person small group teaching to allow the opportunity of exploring key issues and marketing / event planning in greater depth.
Guided independant study will include a variety of material on Canvas to explore and develop undertsanding of the sector this will include case studies, guest / expert videos, You tube examples, Cultural web sites to support the learning outcomes.
Structured Guidede learning will provide addiitonal pre recorded lecture material pertient to understanding the sector
Reading Lists
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
Description | Semester | When Set | Percentage | Comment |
---|---|---|---|---|
Report | 1 | M | 50 | Report (2000 words) |
Report | 2 | M | 50 | Report (2000 words) |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
Description | Semester | When Set | Comment |
---|---|---|---|
Case study | 1 | M | Seminar focus on essay/ report outline and contents. Feedback given on areas identified satisfactorily and areas of improvement. |
Case study | 2 | M | Seminar focus on essay/ report outline and contents. Feedback given on areas identified satisfactorily and areas of improvement. |
Assessment Rationale And Relationship
The assignment in Semester 1 will enable students to identify an organisation and conduct a situational analysis which will draw on the key issues discussed in semester 1. From this objectives will be set eg. developing the audience; increasing funding or recruiting volunteers and a proposal for a markeitng plan/ event will be written. The report allows students to display written skills through succinctly producing a proposal for a event/ plan.
The assignment in Semester 2 will allow students the opportunity to gain valuable practical experience of developing an outline event / plan using the knowledge they have gained during the module. The Event/ Plan allows students to have practical experience of dealing with a 'real' marketing situation and develop their investigative and written skills.
Students will apply the knowledge gained during the lectures in both elements of the assessment.
RESIT INFORMATION: If students are eligible to a second attempt resit will be any failed components and the resit calculation will be based upon the original module calculation.
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT3095's Timetable
Past Exam Papers
- Exam Papers Online : www.ncl.ac.uk/exam.papers/
- MKT3095's past Exam Papers
General Notes
N/A
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The information contained within the Module Catalogue relates to the 2025 academic year.
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