Module Identifier DR22710  
Academic Year 2000/2001  
Co-ordinator Mr Nick Strong  
Semester Semester 1 (Taught over 2 semesters)  
Other staff Mr Nick Strong  
Pre-Requisite DR10120 , DR10220 , DR10320  
Course delivery Lecture   10 Hours  
  Seminars / Tutorials   6 Hours  
  Practical   Theatre visits and individual research  
Assessment Assignment   Administrative and Marketing Assignment See Module Documents for further details   100%  

Brief description

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:

-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

Reading Lists
** Essential Reading
Allen, John. (1981) Theatre in Europe. John Offord Publications
Diggle, Keith. (1994) Arts Marketing. London, Rhinegold
Pick, John. (1996) Arts Administration. E & FN Spon
Pick, John. (1988) The Arts in a State. Bristol Classical Press
** Recommended Text
Arnold-Baker, Chalres. (1983) Practical Law for Arts Administrators. John Offord Publications
Rowell and Jackson. (1984) The Repertory Movement. CUP
Pick, John. (1980) The Privileged Arts. City Arts
Pick, John. (1980) Weasel Words. City Arts
Pick, John. (1983) The West End. John Offord Publications
** Essential Reading
Reid, Francis. (1983) Theatre Administration. Adam & Charles Black