LP909-15 Marketing and Markets
Introductory description
The aim of the module is to revisit and rethink the fundamentals of marketing theory and practice in relation to industry structure, consumer behaviour and content in the creative and media industries. The module starts from the assumption that production and consumption in the cultural industries is distinctive, and that marketing models and tools will need to be adapted accordingly. A second framing context for the module is the impact of digital distribution and of new intermediaries, and the resulting structural changes in the commercial creative and media industries which have changed the scope of marketing, especially for smaller creative enterprises.
Module aims
In this module you will address the challenges of marketing and the changing structure of markets in the creative sector. The module covers some of the basics of marketing but also invites you to consider the challenge of selling unprecedented experiences and intangible products to an unpredictable audience. You will examine the changing value chain of the creative and media industries and the emergence of new business models, especially online. You will also have the opportunity to apply what you have learned in a practical group project.
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.
The module begins by reviewing the application of marketing to the creative and media industries and some of the difficulties this raises for traditional marketers. The second part of the module considers the structural characteristics of markets in the creative and media industries, in terms of value chains and consumer behaviour. During the course you will also work in teams on a marketing proposal for launching a new product – this will be presented at the end of the module and presentations will be assessed as part of the module.
Week 1: What is marketing? - Week 2 Analysing Markets; - Week 3 Product Life Cycle; - Week 4 From Products to brands; - Week 5 Marketing: Planning and Strategy; - Week 6 Tutorials on group project; - Week 7 Rethinking the Value Chain; - Week 8 From Segments to Subcultures; - Week 9 Customisation and Individualism; Week 10 Group Presentations
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate an understanding of marketing theory and practice in the creative and media industries and the impacts of political, economic, technological and socio-cultural changes upon these structures
- Gather, interpret and present evidence, with which to analyse the creative and media industries
- Question assumptions behind marketing theory and practice in the creative and media industries
- Reason critically and debate interpretations
- Present an argument or case convincingly to a group of people
- Communicate what they have learnt, both orally and in writing
- Solve problems, arising from seminar presentations and written assignments
- Identify the strengths and weaknesses of different modes of analysing the creative and media industries
Indicative reading list
Reading lists can be found in Talis
Subject specific skills
Understanding of marketing theory and practice in the creative and media industries, and of the structures of the entertainment and media industries and the impacts of political, economic, technological and socio-cultural changes upon these structures. Gather, interpret and present evidence, with which to analyse the creative and media industries
Transferable skills
Question assumptions behind marketing theory and practice in the creative and media industries. Reason critically and debate interpretations. Identify the strengths and weaknesses of different modes of analysing the creative and media industries. Present an argument or case convincingly to a group of people. Work collaboratively and solve problems
Study time
| Type | Required |
|---|---|
| Seminars | 10 sessions of 3 hours (20%) |
| Private study | 120 hours (80%) |
| Total | 150 hours |
Private study description
desk based research
Costs
No further costs have been identified for this module.
You must pass all assessment components to pass the module.
Assessment group A
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
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| Group Presentation | 50% | Yes (extension) | |
Reassessment component is the same |
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Assessment component |
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| 1500 word Essay | 50% | Yes (extension) | |
Reassessment component is the same |
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Feedback on assessment
Tabula
Courses
This module is Optional for:
- Year 1 of TLPS-W4PQ Postgraduate Taught Arts, Enterprise and Development
- Year 1 of TTHS-W4PQ Postgraduate Taught Arts, Enterprise and Development
- Year 1 of TLPS-W4P4 Postgraduate Taught Creative and Media Enterprises
- Year 1 of TTHS-W4P4 Postgraduate Taught Creative and Media Enterprises
- Year 1 of TLPS-W4PG Postgraduate Taught Global Media and Communication
- Year 1 of TTHS-W4PG Postgraduate Taught Global Media and Communication
- Year 1 of TLPS-W4PM Postgraduate Taught International Cultural Policy and Management
- Year 1 of TTHS-W4PM Postgraduate Taught International Cultural Policy and Management