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.
We recommend that you take either Doyle or Kotler as a marketing text book, and supplement this with one of the arts marketing books (e.g. Colbert or Hill)
Ang, Ien (1991): Desperately Seeking the Audience (London &
Brown, Stephen (1998): Postmodern marketing 2: telling tales (International Thomson Business)
Carson, David (et al.) (1995): Marketing and Entrepreneurship in SMEs: an innovative approach (London: Prentice Hall)
Colbert, Francois (1994): Marketing Culture and the Arts (Morin)
Doyle, Peter and Stern, Phil (2004): Marketing Management and Strategy 4th edition (Harlow: FT Prentice Hall)
Gladwell, Malcolm (2000): The tipping point: how little things can make a big difference (London: Little, Brown). See also Godin, Seth (2001): Unleashing the Ideavirus (Hyperion)
Hill, Liz, O’Sullivan, Catherine, O’Sullivan, Terry (2003): Creative Arts Marketing (Oxford: Butterworth-Heinemann)
Ilott, Terry (1994): Budgets and Markets (London: Routledge)
Kerrigan, Finola, Fraser, Peter, Ozbilgin, Mustafa (2004): Arts Marketing (Oxford: Elsevier Buitterworth-Heinemann)
Klein, Naomi (2000): No Logo: taking aim at the brand bullies (London: Flamingo)
Kotler, Philip (2006): Marketing Management: Analysis, Planning, Implementation and Control, 12th edition (London: Prentice Hall) also available in earlier editions
Levitt, Theodore (1986): The Marketing Imagination (
Morgan, Adam (1999): Eating the Big Fish: how challenger brands can compete against brand leaders (