Creative & Cultural Marketing MSc

The Creative & Cultural Marketing programme will build your knowledge of key generic marketing concepts, such as strategic marketing planning and consumer behaviour.  In addition 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


Course fees
See Finance webpages
Full-time & Part-time options available
Start Date
This course will be available for September 2017/18 entry

Course overview

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.

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 Business 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, and will be encouraged, to be an active member of the HAVRC research group.

You will develop practical and professional skills 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.

Course structure

Modules may include:

  • Researching Contemporary Business Issues
  • Business & Sustainability
  • Consumer Behaviour
  • Marketing in the Arts & Creative Industries
  • Strategic Marketing Planning
  • Marketing Communications
  • Marketing Culture & Heritage
  • Project Management
  • Research Investigation

View full module list

Entry requirements

UK/EU Students

UK/EU students require a first degree achieved at Class 2:2 or above from an approved University or Institution or possess an equivalent qualification.

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.

International Students

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.

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.

APEL Policy

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 two years. This is likely to involve the submission of evidence of professional competence (an assignment) and an interview as part of the recruitment process.


UK & EU 2016 / 17

See our UK & EU fees and funding webpages for more information.

Postgraduate loans are now available for students starting in the 2016/17 academic year, to find out more please visit our postgraduate fees & funding pages.


Overseas 2016 / 17

See our International fees & funding webpages for more information.


Ask a question

Do you have a question about this course? Fill out our form to send a question to our Admissions team. Alternatively, you can call us on 01904 876598.