Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2019-2020 (archived)


Department: Management and Marketing


Type Tied Level 4 Credits 15 Availability Available in 2019/20 Module Cap None.
Tied to N5K609
Tied to N2P109
Tied to N2P309
Tied to N2P609


  • None


  • None

Excluded Combination of Modules

  • None


  • To facilitate an in-depth, ethically grounded understanding of the intrinsic and commercially applied value of arts, heritage and tourism resources
  • To examine the motivations underpinning the consumption of culture resources, specifially in arts, heritage and tourism
  • To critically review the arts, heritage and tourism marketing issues raised by their commodification and commercialisation
  • To facilitate an in-depth understanding of the complex nature of arts, heritage and tourism products
  • Develop an advanced understanding of the main strategic and marketing management issues facing the managers of arts, heritage and tourism organisations
  • To demonstrate and appraise strategies of managing arts, heritage and tourism consumers at both the market and group levels, and in particular to develop an awareness of the potential of experiential marketing.


  • Culture and Cultural Products
  • The Commodification and Marketisation of Culture
  • Arts Marketing
  • Arts Audiences and Consumption
  • Tourism and Destination Marketing
  • Tourists
  • Cultural Heritage Marketing
  • Governing World Heritage
  • Visitors
  • Researching Audiences

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will have advanced and critical knowledge of:
  • Established and emerging definitions of and theoretical debates on what constitutes ‘culture’ and ‘heritage’
  • The ‘Arts’, ‘Cultural’ and ‘Heritage’ sectors in a range of international contexts
  • Commercial and non-commercial activities where culture constitutes the key resource, including arts, heritage and tourism marketing
  • The importance of the symbolism of culture and heritage for a diverse range of products and services
  • Ethical, social and managerial issues raised by the commodification and commercialisation of cultural resources.
  • Awareness of managing consumers choice and behaviour in these contexts, and in particular, of the relevance of experiential marketing
  • The macro and micro level structures of arts, heritage and tourism markets
  • The links between arts, heritage and destination development and wider economic development strategies
  • Management and marketing approaches applied to a range of international contexts.
Subject-specific Skills:
  • By the end of the module students will be able to:
  • Critically evaluate the commodification and marketisation of culture
  • Critically evaluate the behaviours of audiences, visitors and tourists
  • Develop and evaluate marketing strategies for arts, heritage and tourism businesses operating at a global level
  • Synthesise and critically appraise the relevant literature
Key Skills:
  • effective written communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • advanced computer literacy skills
  • research skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module will be taught through a combination of lectures, seminars, group work and discussion, supported by guided reading.
  • The assessment strategy is designed to encourage an appropriate depth of conceptual understanding, through the requirement for critical evaluation of arts, heritage and tourism marketing. Hence the summative assessment comprises an individual, research-based, written assignment.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 10 1 per week 2 hours 20
Seminars 4 Fortnightly 1 hour 4
Preparation and Reading 126
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment 3000 words 100% Same

Formative Assessment:

Individual presentation in seminars, related to their summative assigment. Students will receive individual written feedback on the presentation. Seminar exercises will also be used to give students an opportunity to explore, discuss, critique and apply the key tourism and heritage concepts in practice. Participation in seminars provides an opportunity for formative feedback throughout the module. The main aim of the formative assessment is to begin to understand the application of marketing material, to consolidate knowledge and further develop relevant skills for academic work.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University