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Understanding Cultural Audiences: Engagement, Education and Communications


  • Credit value: 30 credits at Level 6
  • Convenor: to be confirmed
  • Assessment: to be confirmed

Module description

In this module we examine 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.

Indicative 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
  • creatively and critically engage with the sector through the development of audience engagement strategies.