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TH921 - Marketing and Markets

  • Module code: TH921
  • Module name: Marketing and Markets
  • Department: School of Theatre & Performance Studies and Cultural & Media Policy Studies
  • Credit: 20

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

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.

Principal learning outcomes

Students will demonstrate an understanding of marketing theory and practice in the creative and media industries; demonstrate an understanding of the structures of the entertainment and media industries and the impacts of political, economic, technological and socio-cultural changes upon these structures; gather, interpret and present evidence, with which to analyse the creative and media industries; question assumptions behind marketing theory and practice in the creative and media industries; reason critically and debate interpretations; identify the strengths and weaknesses of different modes of analysing the creative and media industries; present an argument or case convincingly to a group of people; communicate what they have learnt, both orally and in writing; work collaboratively with others in seminar presentations; solve problems, arising from seminar presentations and written assignments.

Timetabled teaching activities

Lectures, Seminars and tutorials.

Departmental link

Other essential notes

Centre for Cultural Policy Studies module

Module assessment

Assessment group Assessment name Percentage
20 CATS (Module code: TH921-20)
A1 (Assessed work only) Assessed Course Work 20%
Assessed Course Work 80%

Module availability

This module is available on the following courses:



Optional Core


  • Postgraduate Taught Creative and Media Enterprises (W4P4) - Year 2
  • Postgraduate Taught Global Media and Communication (W4PG) - Year 2
  • Postgraduate Taught International Cultural Policy and Management (W4PM) - Year 2
  • Postgraduate Taught Arts, Enterprise and Development (W4PQ) - Year 2