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Option Module: Developing Audiences for Cultural Organisations

In this module you will identify the core principles of audience development and marketing for organisations within the creative economy and examine their application in practice. The module will enable you to develop your understanding of audience development strategies and activities undertaken by these organisations to grow and build sustainability in their operations. Looking at the different ways in which organisations exploit digital media, you will also consider how organisations are able to maximise their understanding of their audiences and stakeholders and engage with them effectively to convey their marketing message and values to new and current audiences/customers. The module will equip you with the necessary skills and knowledge to plan and execute an audience development and marketing strategy for a cultural project or organisation.

Illustrative Bibliography

Cashman, Stephen, (2003) Thinking big!: A guide to strategic marketing planning for arts-organisations (Cambridge: Arts Marketing Association).

Colbert, Francois, (2007) Marketing Culture and the Arts (Montreal: HEC Montreal)

Durham, Sarah (2010) Brandraising: How Non-Profits Raise Visibility and Money Through Smart Communications (Jossey Bass)

Kanter, Beth, and Fine, Allison (2010) The Networked Non-Profit: Connecting with Social Media to Drive Change (Jossey Bass)

Kawashima, Nobuko, (2000) Beyond the Division of Attenders and Non-Attenders – A study into Audience Development in Policy and Practice Working Paper 6 (Coventry: Centre for the Study of Cultural Policy)

Kotler, Philip and Scheff, Joanne, (2000) Standing Room Only – Strategies for marketing the Performing Arts (Boston, Harvard Business School Press)

O'Reilly.D. (ed) and Kerrigan.F. (ed) (2010) Marketing the Arts, (Routledge; 1 edition)

Maitland, Heather (1998) A guide to audience development (London, Arts Council of England)

Maitland, Heather, (2000) The Marketing Manual (Cambridge, Arts Marketing Association)

McDonald, Malcolm(1999) Marketing Plans – How to prepare them, how to use them (Oxford, Butterworth-Heineman)

O'Reilly.D. (ed) and Kerrigan.F. (ed) (2010) Marketing the Arts, (Routledge; 1 edition)

Ryan.D. and Jones. C (2008) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, (Kogan Page)