The Arts are one of Britain’s biggest commercial successes. From the Beatles to Tate Modern, the V&A to Downton Abbey, the British creative and heritage sectors are worth billions of pounds per annum. Yet, most people remain ignorant of the complex and extensive marketing strategies that underpin their commercial success. Using the global city of London and the wider UK as a case study, this course will unmask the techniques that have made the British arts scene such a successful global brand. Combing lectures, field visits, guest speakers and practical project work, the course will immerse students in an industry that is typically hides in plain sight.