Theatre marketing 2015 – Placement
Students will be required to engage in projects related to an arts organisation, in a real life and
contextualised application of the theories of arts marketing.
Students will work with their chosen arts organisation, carrying out a marketing audit of its activities,
strategies, artistic policies and markets. Students will make a critical assessment of the organisation’s
ability to deliver its mission/vision and business plan from a marketing perspective.
Students will also be expected to choose one element of the chosen organisation’s work and devise a
workable marketing strategy and/or tactical campaign plan. For 2014/2015 a n audience development
plan would also be acceptable.
Students will work both with the course tutor and the arts organisation in establishing this chosen
element, with the aim of creating a new and useful plan. The expected written contribution will be 5000
words or equivalent.
The final mark will be awarded in the basis of a sound application of the learnt principles with an
individual approach to the assignment.
Assessment
In addition to the Generic Assessment Criteria for Theatre Studies which is available to view in the
on-line handbook, we will be looking for:
Competent use of resource material e.g.
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Use of existing audience data provided by the organisation
Effective summary of information about the organisation’s existing activity in the marketing
audit
Use of previous marketing strategies and plans, audience development plans or marketing
campaign information as relevant. Updating of key information where appropriate.
Use of sector specific planning resources, such as The Audience Agency’s Audience
Development Planner
Evidence of additional research e.g.
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Use of relevant market data to show an understanding of the organisation’s audiences and
potential audiences
Review of comparators and competitors where appropriate
Evidence with consultation with the organisation’s staff and stakeholders
Consultation with audiences is welcome
Interpretation e.g.
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Show understanding of the market information and analyse it succinctly and with clarity
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Show understanding of the organisation within its market context and in its social and
political context
Use tables, charts and matrices to support the analysis visually
As a minimum: strategic plans and Audience Development plans should include Ansoff
matrix and a target audiences analysis. Campaign plans should include target
audience/benefit analysis and target audience/communications methods matrix.
Implementation e.g.
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Create an actionable plan
Include real materials to support the plan, for example accurate budgets with up-to-date
figures
Evidence of organisational buy-in
Presentation e.g.
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Presenting ideas with clarity, brevity and with due consideration of the audience.
Effective report design and use of resources
Appropriate use of charts and tables
Appropriate use of Appendices to present detailed information that would otherwise break
the flow of the report
Consider including an executive summary
Provide context for the report in your introduction.