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TH913 - Developing Audiences for Cultural Organisations

  • Module code: TH913
  • Module name: Developing Audiences for Cultural Organisations
  • 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 identify the core principles of audience development and digital 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 digital marketing strategy for a cultural project or organisation.

Principal learning outcomes

By the end of the module students should be able to: ◾Understand the theories behind audience development and digital marketing for cultural organisations ◾Understand the purpose of audience development and evaluate its relevance to cultural organisations ◾Demonstrate an ability to formulate audience development strategies and campaigns in line with organisational priorities ◾Critique the relative importance of the various digital media methods used for audience development and digital marketing ◾Present material in written reports using appropriate professional language and presentation. ◾Work collaboratively with others in presentations ◾Reason critically and debate interpretations ◾Communicate learning, both orally and in writing

Timetabled teaching activities

Seminars, Lectures and tutorials.

Departmental link

Module assessment

Assessment group Assessment name Percentage
20 CATS (Module code: TH913-20)
A2 (Assessed work only) 2800 word essay 70%
  Group Presentation 30%

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