Cultural Management and Marketing

Module code: MU7031

This module will introduce you to key approaches in the management and marketing of arts, museum and cultural heritage organisations. You will examine how organisations operate within wider social, political, economic and international contexts, and how leaders translate mission and values into strategy, operational plans and audience-focused activity. You will consider how priorities are set, resources are allocated and organisational performance is sustained.

You will develop an understanding of organisational structures, leadership, governance, ethics and stakeholder relationships. You will beintroduced to financial planning, budgeting, income generation and fundraising, alongside marketing, audience development and the coordination of people, partners and resources. You will explore operational and project-management approaches, including setting objectives, establishing priorities, planning delivery, managing risk and responding to changing economic, cultural and policy environments.

By the end of the module, you will be able to evaluate management and marketing decisions critically, interpret financial and organisational information, and develop realistic plans for cultural organisations and projects. You will strengthen your ability to lead and coordinate activity, communicate with stakeholders, manage resources and competing priorities, and work with the attention to detail required for effective and accountable cultural-sector practice.