Module Identifier DR32930  
Module Title PERFORMANCE MARKETING AND MANAGEMENT  
Academic Year 2006/2007  
Co-ordinator Mr Nick Strong  
Semester Semester 1  
Pre-Requisite DR21510 or DR22320 or DR22710 or DR21810 or DR22910 or DR25910  
Course delivery Other   4 x 1.5 hr master classes  
  Lecture   10 x 1hr Lectures  
  Seminars / Tutorials   10 x 1hr seminars  
  Other   IT Sessions  
Assessment
Assessment TypeAssessment Length/DetailsProportion
Semester Assessment 1. Individual Strategic Marketing Plan (incorporating seminar, tutorial and production meeting contributions).20%
Semester Assessment 2. Full Programme/Season Marketing Plan (incorporating seminar, tutorial and production meeting contributions)10%
Semester Assessment 3. Evaluation and reflection (incorporating market research material, tutorial and seminar contributions, questionnaire summaries and final report)10%
Semester Assessment 4. Production Assignments60%
Supplementary Assessment As with most of the level 3 modules of this kind offered in the Department, it is not possible for the students to completely re-sit any components missed. However, in accordance with established departmental practice, if a student is unable to complete their participation in the production and the workshops for accepted medical reasons, then an essay requiring reflection upon those components of work which were not completed may be set in lieu of those components. The scale of this essay will be determined by the Module Co-ordinator according to the percentage of incomplete work (to a maximum of 6000 words). In the case of any problems, then the Module Co-ordinator will consult with the Dean100%

Learning outcomes

On completion of this module, students should be able to:
1. To conceive, devise, develop, produce and implement a strategic marketing plan in relation to the marketing and management of a public performance.
2. To produce, as part of a team, an integrated programme and plan for a full season of public performances and creative events. This project should take into account and integrate their individual strategic marketing plans (developed under 1).
3. To communicate (through the relevant seminars, tutorials, production work and evaluation report) effectively and appropriately their responses and solutions to the key questions/challenges raised by their individual production assignments and the integration of those into the full programme of performances and creative events.
4. To apply the relevant and most appropriate skills required to organise, administer and manage all areas of the performance marketing and management process.- To utilize the relevant IT systems, data-based, graphical, presentation and DTP software appropriate to the development of strategic marketing plans, marketing campaigns and performance management.
5. To assess the effectiveness of both their individual and full programme strategic plans through market research, questionnaires and a final evaluation report.

Brief description

Students will undertake marketing and management work on at least one individual public performance/creative event as well as working as a team on the whole programme of performance and creative events presented by the Department for that semester. Working with experienced staff directors and designers, and led by the module co-ordinator, students will be responsible for conceiving, designing and implementing both individual and group strategic marketing and promotion campaigns as well as performance management systems. Students will be expected to engage and integrate fully with the overall process of performance creation and development in order to create a strategic marketing campaign sympathetic to the aims, objectives and production values of the individual creative projects as well as achieve any seasonal or departmental brand values. Students will have the opportunity to have short placements in Aberystwyth Arts Centre, and in conjunction with the Deputy Director have a series of master-classes with Arts Managers and Marketing professionals from throughout Wales and beyond.

Students engaged in any work placements as part of their study within this Department, may incur additional costs depending on the nature and location of that placement. The Department, on the advice of the Faculty of Arts, will not subsidise these additional costs although every effort will be made to ensure that the placements are as close to the University as possible.

Aims

The Theatre Administration and Marketing module has been successfully taught for the past 14 years as a 10-credit module and has been central to the Department┬┐s practice-based work. It has been a module with a broad range of strongly embedded transferable skills which has been extremely popular with students.There is both a need to keep the module in line with other practice-based modules in the practical semester and to meet student requirements; student feedback in recent years has indicated that there is a strong demand for the module to be expanded and developed and the workload increased. In this module, the students involved work as administrators and marketeers on a single departmental production. The proposed module would allow the students to take an holistic view of the whole departmental programme/brand in relation to management and marketing, to have short placements in relevant organizations and to undertake proper evaluation of their work. The Department proposes, therefore, to redesign and increase the credit weighting to reflect properly the work expected of students on the module.   This also brings the module into line with other options from which students may choose at this stage.

Content

1. A series of 4 x 1.5hr master-classes in Marketing and Management.
2. The creation and development of a strategic marketing plan through 2 seminars, 2 lectures, 1 tutorial and the main production assignments
.3. The creation and implementation of a marketing campaign through 2 seminars, 2 lectures, 1 tutorial and the main production assignments.
4. The use of IT and relevant software in the preparation of marketing materials delivered through 4 specific IT sessions and production assignments.
5. The presentation of design and creative ideas through 1 lecture and seminar, production meetings and the production assignment.
6. The management and promotion of performance and creative events through 2 seminars, 2 lectures 2 tutorials and the main production assignment.
7. The use and management of box office and FOH systems, including the operation of a computerised box-office and ticket reservation system through 2 seminars, 2 lectures and the main production assignment.
8. The understanding and application of relevant Health and Safety legislation through 1 seminar, 1 lectures and the main production assignment.
9. The evaluation of marketing strategies, performance promotion and campaigns through 1 seminar, 1 lecture and 2 tutorials.

Module Skills

Problem_solving These skills are developed as the students respond to the different challenges that emerge during the process of creating marketing and management strategies for performance.  
Research skills These skills are developed through preparation and design of marketing materials and strategies.  
Communication The development of communication skills is intrinsic to all aspects of marketing and management. The ability to communicate design and marketing ideas to clients (the directors) and customers (the general public) is essential as are communication skills with in the management and production team.  
Improving own Learning and Performance Progress throughout the production process and the ability to evaluate and reflect critically on individual achievement attained.  
Team work The development of team working skills is intrinsic to all group performance situations. Team leadership skills also form an important part in the management of the performances.  
Information Technology Students will have to master a number of graphical, data-based, and DTP software packages.  
Application of Number As well as managing the web-based booking system database students will be responsible for managing the income from any sponsorship and performance ticket sales on which they work as well controlling their own marketing budget.  
Personal Development and Career planning Personal development and career planning will not be explicitly developed through this module; however, contacts with the industry as well as many of the specific and generic skills developed through the practical work of this module will have significant transferability to a wide range of contexts.  
Subject Specific Skills This module will enhance and develop students' skills specifically in the area of marketing and management in the context of live performance.  

Notes

This module is at CQFW Level 6