Brief description
Aim/s

The module will examine the structure and organisation of a range of different theatre companies and venues emphasising the differences of scale, marketing policy, artistic policy, funding, and programming, as well as looking at particular issues affecting arts administrators like funding, safety and the law. The course will also examine the role of the Arts Councils in the UK with particular reference to the impact of the National Lottery. An integral part of the course will be the Administrative and Marketing Assignment in the practical semester. As part of the this module students will be encouraged, where appropriate and applicable, to use a range of IT skills including: desktop publishing, web page design, poster design, image scanning and manipulation, word processing and data management. Students will be assessed on the following criteria:

Marketing Strategy and Planning (30%) including:

-Planning strategy and process
-Marketing Objectives
-Market Identification and Segmentation
-Tactical Planning

Creative and Design Process (20%) including:

-Preliminary design concepts
-Preliminary designs
-Marketing vision
-Market research and evaluation (where relevant)

Realisation (20%) including:

-Poster
-Programme
-All other marketing and advertising and materials

Management and Administration (20%) including:

-Box Office administration and management
-Process management
-Front of house management and administration

Presentation (10%) including:

-Presentation at production meetings
-Association FOH and exhibition (physical or virtual) presentations
-Contribution to administrative and marketing tutorials

Learning Outcomes

Upon completion of the module students should be able to:

-create and implement a strategic marketing plan in relation to marketing a public performance.
-organise and manage all areas of the theatre administration process.
-understand the basic administrative and organisational structures of UK theatre.
-understand the structure and organisation of arts funding in the UK

Transferable Skills

-planning and management skills
-communication skills
-IT skills