Marketing creates a competitive advantage for organisations, companies, local authorities, and communities working in the cultural sector.  Cultural administration depends on effective communication and branding. This subject will focus on key principles and strategies used in marketing in the cultural sector and provide helpful information regarding digital tools applied by relevant stakeholders. At the end of this subject, you will be expected to have a basic understanding of marketing and the concept of the cultural market, become familiarised with the use of various educational methods and tools for communication and marketing plans and acquire knowledge about the importance of branding in cultural management.

Module 1: Introduction to Marketing and Marketing Planning

Module 2: Communications Planning and the Use of Digital Tools

Module 3: Strategic Marketing – Branding