Course Catalogue

Arts Marketing MGT5503

  • Academic Session: 2026-27
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Collaborative Online International Learning: No
  • Curriculum For Life: No

Short Description

This course explains the role of marketing in the success of arts sectors such as the visual arts, theatre, film, music and fashion. It investigates how marketing theories connect with practice to form effective marketing strategies for the arts, a complex sector with immense diversity and creativity. Students in this course will have the opportunity to engage with the arts industry through guest lectures and collaborative projects. 

Timetable

5 x 2 hour lectures

2 x 2 hour tutorials

Requirements of Entry

Students must be registered on one of the associated programmes listed in this course specification.

Excluded Courses

None

Co-requisites

None

Assessment

1. Report; Individual; 1,500 words; 75%; ILO 3.

1. Oral assessment & presentation; Podcasts; Group; 10 minutes; 25%; ILOs 1-2.

Course Aims

The course aims to:

 

■ Develop knowledge and understanding of the role of marketing to the success of arts organisations at an international level.

 

■ Critically reflect on how arts marketing as an interdisciplinary subject can enhance broader marketing research.

 

■ Forge connections between the cultural sector and the business world by linking theory with professional practice.

Intended Learning Outcomes of Course

By the end of this course, students will be able to:

 

1. Critically evaluate and apply current marketing theories and practises.

 

2. Synthesise key marketing theories in relation to how they apply to the arts sector.

 

3. Critically evaluate and reflect upon the challenges faced by the arts sector when formulating marketing campaigns.

Minimum Requirement for Award of Credits

No exceptions