Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Seminar
Workshop
Module Offerings
5603MCIPA-SEP-PAR
Aims
Building on the Level 4 Understanding Marketing module and looked at from the perspective of the Creative Industries and Performing Arts, students will learn and apply the key steps to developing a strategic marketing plan and expand their knowledge of broader marketing techniques and the cultural context. Students will learn how to implement a marketing strategy, set marketing goals, undertake a marketing audit, do market research and engage in analysis. They will consider audience segmentation, budgeting, scheduling and the evaluation process. The curriculum also introduces students to brand identity, messaging, communication, e-marketing, pricing strategy and Public Relations practice.
Learning Outcomes
1.
Apply the key concepts of strategy, planning, implementation and control.
2.
Utilise and critically analyse the role of branding, communications and Public Relations within Strategic Marketing.
3.
Employ strategic goal setting, market research and audience development techniques.
Module Content
Outline Syllabus:
- Marketing Strategy and Implementation Plans.
- Audience Development Strategy.
- Brand and the 'Hero Product'.
- Digital Marketing and Content Creation.
- Pricing Strategy, Setting Goals and Evaluating Success.
- PR and Messaging.
Module Overview:
Building upon the Level 4 Understanding Marketing module and looked at from the perspective of the Creative Industries and Performing Arts, students will learn and apply the key steps to developing a strategic marketing plan and expand their knowledge of broader marketing techniques and their cultural context. The course also introduces students to brand identity, messaging and communication, e-marketing, pricing strategy and PR practice.
Building upon the Level 4 Understanding Marketing module and looked at from the perspective of the Creative Industries and Performing Arts, students will learn and apply the key steps to developing a strategic marketing plan and expand their knowledge of broader marketing techniques and their cultural context. The course also introduces students to brand identity, messaging and communication, e-marketing, pricing strategy and PR practice.