Undergraduate Programme and Module Handbook 2026-2027
Module BUSI3521: Marketing in the Creative Industries
Department: Management and Marketing
BUSI3521: Marketing in the Creative Industries
| Type | Tied | Level | 3 | Credits | 20 | Availability | Not available in 2026/2027 | Module Cap | None. | Location | Durham |
|---|
| Tied to | N509 |
|---|---|
| Tied to | N509 |
| Tied to | N511 |
Prerequisites
- None
Corequisites
- None
Excluded Combination of Modules
- None
Aims
- To understand marketing strategies and techniques applicable to marketers in relation to the creative industries.
- To apply sustainable marketing strategies and techniques in the context of the creative industries.
Content
- Theory and sustainable practice in Consumer Behaviour and Culture, Marketing Strategy/Planning and Market Research within the context of the creative industries.
- Theory and sustainable practice in Marketing Communications, Products/Services, Pricing and Place/Location in relation to the creative industries.
- Application of sustainable marketing strategies to the creative industries.
Learning Outcomes
Subject-specific Knowledge:
- Understand processes and systems that apply to marketing in the creative industries.
- Gain knowledge of roles within the creative industries that interact with the marketing function.
- Understand and critically analyse theory and practice in Consumer Behaviour, Marketing Strategy and Market Research within the context of the creative industries.
Subject-specific Skills:
- Analyse and assess strategies in Marketing Communications, Products/Services, Pricing and Place/Location and their application in the creative industries.
- Assess marketing strategies and techniques which can apply to specific industries within the creative sector.
- Develop sustainable marketing plans for the creative industries and evaluate how they could be implemented.
Key Skills:
- Demonstrate professional verbal, visual and written communication and presentation skills.
- Gather and evaluate information relating to marketing in the creative industries.
- Apply IT skills to research and practice in the creative industries.
- Work effectively within a team towards planning formative assessments.
Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module
- Lectures will impart content on marketing in the creative industries from module lecturers and visiting speaker/s.
- Seminars will enable students to work in smaller groups to apply marketing techniques to the creative industries and to develop creative activities for the formative assessment and manage time effectively to develop creative activities for formative assessment.
Teaching Methods and Learning Hours
| Activity | Number | Frequency | Duration | Total/Hours | Attendance Monitored |
|---|---|---|---|---|---|
| Lectures | 10 | Weekly | 2 hours | 20 | |
| Workshops | 4 | Fortnightly | 2 hours | 8 | Yes ■ |
| Preparation and Reading | 1 | 172 | |||
| Total | 200 |
Summative Assessment
| Component: Creative Marketing Project | Component Weighting: 100% | ||
|---|---|---|---|
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Project | 3,000 words | 100% | |
Formative Assessment:
Students will work together in the workshops on possible creative marketing projects for the summative assessment and will present their ideas, receiving formative feedback from the module lecturer(s) in preparation for completing an appropriate individual summative creative marketing project.
■ Students who do not attend monitored activities shown under Teaching Methods and Learning Hours, or who fail to complete the summative or formative assessment(s) specified above, may be subject to the Academic Progress procedures defined in the University's General Regulation V, and may be required to leave the University.