See module specification for other years:
2018-192019-20
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 MAN00013IMarketing Principles and Practice (with a 60+ mark) for BA Business Management students
Module will run
Occurrence
Teaching cycle
A
Autumn Term 2021-22
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.