Module: Building your marketing and audience development skills

Module details

  • Module code

  • Module leader

    Geraint Coles
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    15 hours

Module content

The aim of the module is to develop students’ ability to analyse a market or international market from a customer or consumer focus and to identify and critically evaluate the economic, social and political which impact marketing and evidenced marketing responses. The module will introduce students to a range of marketing frameworks that will enable them to review, analyse and critique existing marketing practices and to develop their own, evidence based marketing recommendations and decisions.

Students will learn how to apply core marketing theory to marketing decisions in the heritage sector by reflecting upon their own professional experience, the experience of their peer group and the cases and examples provided throughout the module.

The module will explore key marketing concepts, including:

  • Consumer behaviour theory
  • Principles of market segmentation
  • Targeting and positioning

There will be a focus on how to make innovative strategic and operational marketing decisions for both products and services.

The central role and value of brand development as a key marketing function in both domestic and international markets will be developed.

The module will develop and enhance students’ knowledge of what is required to be a successful heritage marketing manager and their ability to lead, design and evaluate marketing management decisions through the production of an evidence based marketing plan.

Module outcomes

To achieve credit for this module, students must be able to:

  1. Critically evaluate and analyse a range of business, social and political environment issues which impact marketing in both domestic and international markets
  2. Analyse and evaluate markets within the heritage sector
  3. Demonstrate an ability to apply marketing and international marketing theories to the heritage sector
  4. Identify, critically analyse and evaluate marketing decisions in relation to customer needs and wants
  5. Design and develop evidence based integrated marketing decisions and actions and present them in a structured marketing plan


Assessment Description Weighting
Coursework 1 Marketing plan – individual (2,500 words) 75%
Coursework 2 Recorded Marketing Pitch (individual video, 10 minutes) 25%

Assessments may differ in 2020/21 due to adjustments for Covid-19. Please check Gateway for the latest regulations.

Key texts

  • Kolb, B.M.  2013 (3rd Edition) Marketing for Cultural Organizations: New Strategies for attracting audiences.  Routledge, London
  • French, Y, & Runyard, S. (2011) Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions.  Routledge
  • Chhabra, D. (2010)  Sustainable Marketing of Cultural and Heritage Tourism.  Routledge Critical Studies in Tourism Business and Management Series, Routledge
  • Baker, M and Hart, S (2016) The Marketing Book (7th Ed. )  Routledge
  • Kotler, P and Keller, K, L. (2015) Marketing Management (Global Edition) Pearson
  • Lee, K. and Carter, S. (2012)  Global Marketing Management (3rd Ed.) OUP
  • Gonroos, C. (2015)  Services Management and Marketing – Managing the Service Profit Logic  (4th Ed.)  Wiley
  • Szmigin, I. and Piacentini, M. (2018) Consumer Behaviour (2nd Ed.) OUP
  • West, D., Ford, J. and Ibrahim, E. (2015) Strategic Marketing: Creating Competitive Advantage (3rd Ed.) OUP
  • Chaffey, D., Ellis-Chadwick, F., Johnson, K. and Mayer, R. (2009) Internet Marketing - strategy, implementation and practice. Pearson Education
  • Kotler, P., Kartajaya, H. and Setiawan, I. (2017) Marketing : moving from traditional to digital. 4th Ed. John Wiley & Sons, Inc.
  • Chaffey, D. (2015) Digital business and e-commerce management: strategy, implementation and practice. 6th ed. Pearson
  • Wheeler, A. and Millman, D. (2017) Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5th ed., John Wiley & Sons
  • Tuten, T.L. and Solomon, M.R. (2018) Social media marketing. 2nd ed. SAGE Publications