The Practical Assessment
Students will be required to engage in projects related to an arts organisation, in a real life and contextualised application of the theories of arts marketing.
Under the supervision of the course tutor, students will work with their chosen arts organisation, carrying out a full marketing audit of its activities, strategies, artistic policies and markets. Students will make a critical assessment of the organisation’s ability to deliver its mission/vision and business plan from a marketing perspective.
Students will also be expected to choose one element of the chosen organisation’s work and devise a workable marketing strategy and/or tactical campaign plan.
Students will work both with the course tutor and the arts organisation in establishing this chosen element, with the aim of creating a new and useful plan. The expected written contribution will be 5000 words.
The final mark will be awarded in the basis of a sound application of the learnt principles with an individual approach to the assignment.