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Creative and Cultural Marketing MSc

MSc Creative and Cultural Marketing
The Course Programme Structure Staff Profiles Why YSJ ?


Why study MSc Creative and Cultural Marketing?

The creative industries are thriving both nationally and internationally, which is creating a myriad of opportunities for individuals who wish to pursue a career in the arts and creative and cultural industries. The Creative and Cultural Marketing programme will build your knowledge of key generic marketing concepts, such as strategic marketing planning and consumer behaviour, but in addition there are two modules that focus specifically on marketing and management in the arts and creative and cultural industries. Through these two specialist modules Marketing in the Arts and Creative Industries (MMB051) and Marketing Culture and Heritage (MMB052), you will explore key aspects of marketing and management theory in the context of the arts and creative and cultural industries, where the behaviour and thinking of individuals and organisations is often different from that of more commercially orientated businesses.

As with our entire postgraduate management suite of programmes, students will be taught about responsible management, sustainability, ethics, corporate social responsibility and the role of business in contemporary society.

You will be exposed to the latest contemporary research in arts marketing and the creative and cultural industries to develop your critical thinking skills and to be at the forefront of the latest thinking in the discipline. This programme of study is closely linked with the Future’s research group within the School. Future’s facilitates monthly seminars where both staff and visitors, present papers on their research and share ideas. Within Futures, a sub-group named HAVRC (Heritage and Visitor Research Collaborative) has been set up to facilitate research projects with external agencies and business in the heritage sector. As you study the programme you will be expected to, and will be encouraged to, be an active member of the HAVRC research group.

You will develop practical and professional skills relevant to this programme of study through the use of live projects, contemporary case studies and a strategic marketing planning simulation. In addition, there will be regular inputs from arts practitioners, industry experts and leading academics in the fields, which will ensure that you are exposed to the latest practitioner and academic thinking – all of which promote career readiness.

All students on the MSc programmes within York St John Business School complete a module of independent study which is titled the Research Investigation (MMB063). This module provides you with the opportunity to investigate in depth an area of particular interest to you that links with your programme of study. You will be supported in conducting this research by an academic from your field of interest. To support you in being able to conduct this work there is a module called Researching Contemporary Business Issues (MMB062) that again all students on the MSc programmes within the Business School study. This module provides you with the opportunity to engage with current academic and practitioner business debate and encourages students to explore a range of relevant business topics. The module has been designed in such a way that it promotes a multi-disciplinary approach, for example, you will receive input from a variety of disciplines (business and non-business) thus allowing you to see business issues from a variety of perspectives.


What qualifications do I need?

Candidates for entry to the MSc Creative and Cultural Marketing programme must normally possess:

I. UK/EU students will be able to enter the programme directly in accordance with University entry requirements for MA/MSc programmes (a first degree achieved at Class 2:2 or above from an approved University or Institution) or possess an equivalent qualification.

II. In addition to meeting the University's general entry criteria for postgraduate study, you must also have a minimum of two years work experience in a relevant discipline.

III. Non-UK/EU students whose first language is not English will be required to achieve IELTS 6 or above with no less than Band 6 in writing skills, or equivalents accepted by the University.

If you do not meet the stated entry requirements above, the University APEL policy may be utilised for entry to the programme where necessary and appropriate. The programme may use this system to allow entry for post-experience professionals who have been in management for at least 2 years. This is likely to involve the submission of evidence of professional competence (an assignment to the Head of Programme) and an interview as part of the recruitment process.


Online application guideHow much does it cost?

The fees are subject to review.

Please visit our tuition fees webpage  for up-to-date information about fees.

A 10% discount is applicable to all YSJU Alumni undertaking PG level study.

A new Postgraduate Loan is now available to help you pay for your Master’s course.

Discounts/Scholarships may be available for international students. Please contact YSJ International for further information: T: +44 1904 876884 E: ysjinternational@yorksj.ac.uk 


How can I apply?

Please note that this course is not available for September 2016/17 entry but will be available for 2017 entry onwards. 

How can I find out more?

For further information please contact Head of Postgraduate - Management Gill Bishop E: g.bishop@yorksj.ac.uk or PGmanagement@yorksj.ac.uk .