Marketing in the Creative Industries MSc

The programme delivers a comprehensive exploration of marketing within the creative industries, emphasizing audience development, ethical promotion, and sustainability in cultural production. Students engage with real‑world case studies from global arts organisations, examining how heritage institutions, fashion houses, film studios, gaming firms, and design agencies apply strategic marketing to drive engagement and social impact. Core modules cover consumer behaviour, research methodology, and creative‑industry management, while optional electives allow specialization in digital media, brand strategy, or arts administration. The curriculum integrates dissertation research that investigates contemporary challenges faced by cultural organisations, equipping graduates with analytical tools to design inclusive, innovative campaigns. Throughout the programme, guest lectures from industry practitioners and site visits to leading cultural venues provide practical insight into the dynamic relationship between artistic practice and commercial performance. The programme also explores the management of precarious work arrangements in creative sectors and investigates how sustainability imperatives shape contemporary cultural strategies.