Module Identifier DR22710  
Academic Year 2003/2004  
Co-ordinator Mr Nick Strong  
Semester Semester 1  
Pre-Requisite DR10120 , DR10220  
Course delivery Lecture   10 x 1 hour  
  Seminars / Tutorials   6 Hours  
  Other   Project. Rehearsals/preparation for practical project  
Assessment TypeAssessment Length/DetailsProportion
Semester Assessment Assignment: Marketing strategy and planning - 30%, Creative and design process - 20%, Realisation - 20%, Management and administration - 20%, Presentation - 10% For information on due dates for submission of assessed work, please refer to the departmental web pages at


- To examine and analyse, through lectures and an administrative and marketing assignment, the creative and organisational processes of theatre administration and marketing.   
- To develop the specific skills of management, IT and administration appropriate to theatre administration and marketing.
- To examine and analyse the structure and organisation of a range of different theatre companies and venues specifically in relation to their administrative, marketing and management structures and systems.

Learning Outcomes:

Typically, upon completion of the module students will be able:

- To conceive, devise and implement a strategic marketing plan in relation to the marketing and administration of a public performance.
- To communicate effectively and appropriately their responses and solutions to the key questions/challenges raised by their production assignment.
- To apply the relevant and most appropriate skills required to organise and manage all areas of the theatre administration and marketing process.
- To understand and appraise a range of administrative and organisational structures and systems within UK theatre.


An examination and analysis of 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. An Administrative and Marketing assignment in the practical semester examining and analysing the creative, administrative and marketing challenges presented by the organisation and promotion of public performance.

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
Reid, Francis (1983) Theatre Administration Adam & Charles Black
** Recommended Text
Arnold-Baker, Chalres (1983) Practical Law for Arts Administrators John Offord Publications
Pick, John (1980) Weasel Words City Arts
Pick, John (1983) The West End John Offord Publications
Pick, John (1980) The Privileged Arts City Arts
Rowell and Jackson (1984) The Repertory Movement CUP


This module is at CQFW Level 5