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Heritage Marketing & Management - MAN00042H

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  • Department: The York Management School
  • Module co-ordinator: Dr. Fabien Pecot
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2020-21

Module summary

The module aims for students to develop:

  • Develop a critical understanding of marketing and management concepts and theories relating to the heritage industry.
  • Identify the role and impact of marketing and management in heritage organizations in a local and global context.
  • An awareness of how and why many different industries use heritage as part of their marketing strategies

Professional requirements

None for BSc Marketing students:

Must passed MAN00013I Marketing Principles and Practice (with a 60+ mark) for BA Business Management students

Module will run

Occurrence Teaching cycle
A Autumn Term 2020-21

Module aims

The module aims for students to develop:

  • Develop a critical understanding of marketing and management concepts and theories relating to the heritage industry.
  • Identify the role and impact of marketing and management in heritage organizations in a local and global context.
  • An awareness of how and why many different industries use heritage as part of their marketing strategies

Module learning outcomes

Subject content

  • Evaluate how heritage organisations have been affected by and responded to changes in the global environment.
  • Critically investigate the impact of ‘heritage’ in the marketing strategies of institutions operating in different industries, of different sizes, and with different governance structures.
  • Explore the public response to ‘heritage’ as it is promoted, managed and controlled by organisations and businesses

Academic and graduate skills

Students will develop the skills to:

  • Apply the theories and tools of marketing specific to the heritage context
  • Take marketing decisions in the context of heritage management in local and global environments
  • Present and discuss ideas in public
  • Ability to work in groups and apply knowledge to real world case studies

Other learning outcomes (if applicable)

  • Link to practice

Module content

Indicative Lecture Topics:

  • The value and consumption of the past
  • The construction of organizational heritage and historical narratives
  • The management of organizational heritage
  • Using brand heritage in advertising
  • The use of brand heritage in distribution
  • Consumers’ reaction to brand heritage.

Assessment

Task Length % of module mark
Open Examination
Open Assessment		 N/A 100

Special assessment rules

None

Reassessment

Task Length % of module mark
Open Examination
Open Assessment		 N/A 100

Module feedback

Students will receive written feedback on the formative assessment. They will also receive a feedback sheet with detailed comments on their summative assessment. Turnaround time for summative assessment is 4 weeks. At the end of term the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to the students

Indicative reading

Lowenthal, D. (2015) The Past is a Foreign Country Revisited. Cambridge: Cambrige University Press

Balmer, J. (2017) Foundations of Corporate Heritage. London: Routldge.

 

Other Publications:

  • Business Strategy Review
  • European Journal of Marketing
  • Harvard Business Review
  • Heritage Lottery Fund
  • International Journal of Cultural Policy
  • International Journal of Management Review
  • International Journal of Research in Marketing
  • Journal of Advertising Research
  • Journal of Marketing Management
  • Journal of Product and Brand Management
  • Journal of Strategic Marketing
  • Office for National Statistics
  • Strategy and Leadership
  • The European Business Review


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.