BUSI3521: Marketing in the Creative Industries

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• To understand marketing strategies and techniques applicable to marketers in relation to the creative industries.
• To apply sustainable marketing strategies and techniques in the context of the creative industries.

• Theory and sustainable practice in Consumer Behaviour and Culture, Marketing Strategy/Planning and Market Research within the context of the creative industries.
• Theory and sustainable practice in Marketing Communications, Products/Services, Pricing and Place/Location in relation to the creative industries.
• Seminar and TEAL workshop activities in the application of sustainable marketing strategies to the creative industries, using a flipped classroom approach.

Subject-specific Knowledge:

• Understand processes and systems that apply to marketing in the creative industries.
• Understand and critically analyse theory and practice in Consumer Behaviour, Marketing Strategy and Market Research within the context of the creative industries.
• Gain knowledge of roles within the creative industries that interact with the marketing function.

Subject-specific Skills:

• Analyse and assess strategies in Marketing Communications, Products/Services, Pricing and Place/Location and their application in the creative industries.
• Assess marketing strategies and techniques which can apply to specific industries within the creative sector.
• Develop sustainable marketing plans for the creative industries and evaluate how they could be implemented.

Key Skills:

• Demonstrate professional verbal, visual and written communication and presentation skills.
• Gather and evaluate information relating to marketing in the creative industries.
• Apply IT skills to research and practice in the creative industries.
• Work effectively within a team towards planning formative assessments.

• Lectures to impart content on marketing in the creative industries from module lecturers and visiting speaker/s which will take place in weeks 1 and 2 and then alternate with workshops.
• Workshops will be timetabled as lectures and will take place in the same time slot, in alternate weeks from week 3, in a flipped classroom format following up on asynchronous teaching materials (TEAL) to engage the whole module cohort in activities to apply marketing techniques to the creative industries.
• Seminars to enable smaller groups to work together in teams and manage time effectively to develop creative activities for formative assessment.

Students will work together in teams on creative marketing projects in seminar 1 and present their ideas in seminar 2 (week 10), receiving formative feedback from the module lecturer(s) in preparation for completing an individual summative assessment on a topic closely related to the formative assessment.

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