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Understanding Cultural Audiences: Engagement, Education and Communications


  • Credit value: 30 credits at Level 6

Module description

This module examines contemporary understandings of audiences, communities and participants. We will look at the variety of ways arts managers create engagement opportunities for specific audiences, from marketing and development plans to education initiatives. We will also review the positioning of education and participatory arts projects and the new ways in which institutions are considering engaging with their publics.

The module aims to:

  • map the diverse range of arts engagement practice servicing London's community, youth and professional groups
  • develop a critical awareness of the role of participatory arts in delivering cultural and economic value
  • develop an understanding of the use and role of audience development, market planning and research, PR, advertising, direct mail, promotional print and the Internet in the development of an effective communications plan
  • examine topical and relevant arts and cultural issues of the day with reference to the wider communications environment
  • examine the issues of audience accessibility and diversity within the arts.

Indicative module syllabus

  • Arts Markets, Audiences and Participants
  • Participation
  • Engagement and the Marketing Communication Mix
  • Marketing and Audiences
  • Digital and Audiences
  • Education
  • Social Media, Digital Brands and Working with Big Data
  • Audience Development and Changes of Programming formats
  • Evaluating Communications, Participation and Engagement

Learning objectives

By the end of this module, you will be able to:

  • demonstrate an awareness of the social and cultural impact of engagement and education practices in the arts
  • understand the range of participatory projects within the sector, led by artists, organisations, partnerships and community
  • critically assess a cultural marketing plan
  • demonstrate knowledge of the common elements of an effective and integrated communication plan
  • demonstrate marketing, PR and communications planning skills
  • demonstrate research, oral and written communication skills
  • creatively and critically engage with the sector through the development of audience engagement strategies.