Cultural Management and Marketing

Module code: MU7565

This module introduces students to key approaches involved in the management and marketing of arts, museum, and cultural heritage organisations. It explores how cultural organisations operate within wider social, political, and international contexts, and how strategic decisions are shaped by these conditions.

Students will develop an understanding of organisational structures, leadership, ethics, and stakeholder relationships, and examine the place of cultural management and marketing within broader cultural and policy frameworks. The module supports critical engagement with contemporary issues facing the cultural sector, including how organisations respond to changing economic, cultural, and policy environments.

By the end of the module, students will be able to reflect critically on the aims, challenges, and responsibilities of cultural management and marketing across a range of contexts’.