Introductory description

N/A.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Week 1
Introduction to the module and assessments.

• Introduction to the module and assessments.
• Reading List overview.
• The principles of marketing and contextualisation of marketing in an arts context.
• The challenges of selling art experiences as products.
• Overview of the arts sector.

Week 2
Evidence-based decision making

• Overview - what we know about arts audiences?
• Market research from primary and secondary sources.
• Data sources and segmentation tools.
• Using an Area Profile Report and Audience Spectrum.

Week 3
Market Segmentation
Evidence-based audience engagement.

• Opportunity to focus on the skills and resources needed for the group assessment
• Review of use of APR data and preparation for the Group Presentation.

Week 4

• Key strategic concepts including mission, objectives and strategic direction.
• Different organisational approaches to audiences.
• Features of audience-focused organisations.
• What matters to audiences.
• Links with business planning.

Week 5
Marketing concepts

• Key strategic concepts for the arts, including database marketing and the box office.
• Relationship marketing and its contribution to audience retention.
• Building customer loyalty.
• Key concepts, eg churn, loyalty, incentives, customer care etc.
• Target audiences
• Benefits not features

Week 6
Reading Week

Week 7
Features of audience focused organisations.
EXERCISE: ‘Try something new’ – based on your experiences

• Organisational approaches to audiences
• Barriers and Drivers
• The whole organisational experience

Week 8
Assessment: Group presentations.

Week 9
The Marketing Mix

• Marketing tools and materials, including copywriting, print, photography, direct mail, advertising etc.
• Overview of all communications channels and how to integrate them all into an effective marketing campaign.
  Also: Essay preparation

Week 10
Social Media

• Its use in direct communications and as part of an artistic product.
• Resource management
• ‘Voice’ and integration across an organisation’s activity.

Learning outcomes

By the end of the module, students should be able to:

• By the end of the module, students will be able to understand a range of concepts of marketing and audience development and their application in arts organisations.
• By the end of the module, students will be able to understand the function and application of practical tools of theatre marketing and processes of strategic development, tactical planning and evaluation.
• By the end of the module, students will be able to evaluate the nature of arts audiences in the subsidised and commercial theatre sectors, and understand techniques for gathering and using information on consumer behaviour, economic trends and the funded environment.
• By the end of the module, students will be able to understand ethical considerations in handling data and liaising with particular clients and constituencies.
• By the end of the module, students will be able to understand the relationships between the needs of the market and artistic provision, within the framework of an arts organisation, and make critical and informed proposals accordingly.
• If in their third-year, students will demonstrate an advanced understanding of their work through the provision of an abstract that encapsulates the key arguments of their essay

Indicative reading list

Key Resources
Stephen Cashman (2003), (revised 2010) Thinking big!: A guide to strategic marketing planning for arts organisations Arts Marketing Association (Download at www.a-m-a.co.uk/page.aspx?id=149&pb=134&source=146&counter=0)
Caroline Griffin (2007) This Way Up: a flatpack guide to marketing Arts Marketing Association (Download at www.takingpartinthearts.com/download.php?document=756)
Sector publications
Arts Council England (2008) What people want from the Arts (Download at www.artscouncil.org.uk/publication_archive/what-people-want-from-the-arts/)
Richard Ings (ed) (2007) Call it a tenner: the role of pricing in the arts Arts Council England (Download at www.artscouncil.org.uk/advice-and-guidance/browse-advice-and-guidance/call-it-a-tenner-the-role-of-pricing-in-the-arts)
Heather Maitland (2000) The Marketing manual: Making sure the message gets across Arts Marketing Association
Heather Maitland (2000) A Guide to audience development Arts Council England
Heather Maitland (2004) Marketing and touring. A practical guide to marketing an event on tour Arts Council England (Download at www.artscouncil.org.uk/media/uploads/downloads/toolkits/final_actouring_no_tabs_190704.pdf)
Morton Smyth (2004) Not for the likes of you: Document A How to reach a broader audience and Document B Success Stories (Download at www.takingpartinthearts.com/content.php?content=508)
Journal of Arts Marketing (JAM) published by the Arts Marketing Association (www.a-m-a.co.uk/page.aspx?id=157)
Marketing and Arts Marketing Textbooks
Kotler, P and Scheff, J (1997) Standing Room Only Harvard Press
Online Resources
Arts Marketing Association (AMA) - www.a-m-a.org.uk/index.asp
Arts Professional - www.artsprofessional.co.uk/
The Audience Agency - www.theaudienceagency.org/
CIM (Chartered Institute of Marketing) –www.cim.co.uk
Culturehive - culturehive.co.uk/
Market Information
Audience Finder www.audiencefinder.org/
Audience Spectrum www.theaudienceagency.org/audience-spectrum
Arts Council England Taking Part Survey (www.artscouncil.org.uk/what-we-do/research-and-data/arts-audiences/taking-part-survey/)
Arts Council England Target Group Index (TGI)(www.artscouncil.org.uk/what-we-do/research-and-data/arts-audiences/target-group-index-tgi/)
CACI The Acorn User Guide (acorn.caci.co.uk/downloads/Acorn-User-guide.pdf)
Experian Mosaic (www.experian.co.uk/marketing-services/products/mosaic/mosaic-in-detail.html)
Office for National Statistics - www.statistics.gov.uk/
Neighbourhood Statistics - www.neighbourhood.statistics.gov.uk

Subject specific skills

Theatre Marketing

Transferable skills

Problem solving
Communication (verbal and written)
Teamwork and working effectively with others
Information literacy (research skills)
ICT literacy
Citizenship (local and global)
Inter-cultural learning and diversity awareness
Professionalism
Organisational awareness