Arts Marketing in a Global Context

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.

Brand Design

In-depth examination of brands and branding, including how brands are designed, managed,
and repositioned and the role marketing communications disciplines, including advertising
and PR, play in this process. The course focuses on UK and other European brands and
professional practice in London, one of the largest international centres for brand
development and management.
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