Short Course

Planning and Marketing Cultural Projects

This Planning and Marketing Cultural Projects short course will introduce you to the core principles and practices of project management and marketing.

Throughout the course, you will be encouraged to consider how these approaches may need to be adapted in order to better respond to the specificities of cultural projects.

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Why QMU?

  • Our staff have significant experience in project management and marketing in the cultural sector.
  • Our staff are involved in research linked to cultural industries and have PhDs in these topics.

Who is this course for?

This course is relevant for anyone whose role requires them to plan, project manage, and promote cultural projects. This course is primarily aimed at those working in the cultural sector, but we also welcome those wanting to learn more about these topics and how to apply them to other contexts.

Planning and Marketing Cultural Projects: The course in brief

What will I learn on the course?

This course will provide you with a critical understanding of the principal skills, techniques, and practices necessary to project manage and market cultural events.

By the end of the course what will I be able to do?

On completion of the course, you’ll be able to:

  • appraise the principles and practices of project management and marketing;
  • adapt the principles and practices of project management and marketing in order to plan the effective delivery of cultural events;
  • interrogate the prevalence and diversity of ways in which cultural projects are managed and marketed;
  • make use of practical project management tools such as: Statement of Works; Work Breakdown Structures; Network Diagrams; Gantt Charts; Stakeholder Maps; Risk Matrix; Budgets; Timelines; Cash Flows; and
  • make use of practical marketing tools such as: Marketing Mix; Product and Purpose; Audience Segmentation; Pricing Strategies; Digital Marketing; Audience Development; Visual Campaigning; Evaluation.

How will I be taught?

How is this course delivered?

The course will be taught in person at the QMU campus.

How long does the course last for and how much time will I need to spend on it each week?

The course takes place between January and early April with one class of between 2 and 3 hours each week for ten weeks. Additionally, you should be setting aside between 3 and 5 hours each week to undertake reading, interact with others on the course and prepare written assignments.

Does the course have an assessment and if so what sort of assessment will it be?

Yes, you will be assessed through the completion of two assignments:

  • A 2000-word critical essay
  • A group project and marketing plan for a cultural project

Who will be teaching me?

Prof. Rebecca Finkel has both scholarly and practical experience in cultural leadership focusing on arts venues and festival management organisations. She has published five books on equality, diversity, and inclusion topics in the cultural events sector and has consulted on creative industries development across the UK, USA, Spain, Hong Kong, and Trinidad & Tobago.

What equipment will I need for this course?

You will require access to a computer or laptop, Internet connectivity, a webcam and Microsoft Excel. 

Student support/access to facilities

For the duration of your course you will be able to make use of our on-campus learning resource centre as well as access to our full range of online resources, including e-books and academic journals.

You will also have limited, mainly online access to Student Services support. Students with particular support requirements can contact the Disability Service.

As you will be studying with us for less than a full academic year you will not be provided with a personal academic tutor (PAT). However, any queries regarding your studies should be directed to the staff member leading the delivery of your course.

Planning and Marketing Cultural Projects: Entry requirements, fees and application information

Entry requirements

The course is delivered at Master’s level and each applicant must decide if the level of study is suitable for them.

Applicants for Master’s level study would usually hold an undergraduate degree or have relevant professional experience that supports study at this level. Applicants that have previously studied outside the UK should check that their qualification has been taught at a suitable level to prepare them for Master’s level study.

You do not need to provide proof of your previous qualifications.

English Language requirements: This course is taught and assessed in English. Applicants do not need to provide proof of their English Language skills when applying for this course, but all applicants should consider whether they have sufficient English competence to study at this level. Applicants for this level of study would usually be able to demonstrate a level of English equivalent to IELTS 6.5 overall, with no component score below 6.0.

Fees (and free places)

Fees: £865

Free places are available for any person resident in Scotland, who holds an undergraduate degree (or equivalent professional experience), who is not currently studying for a degree level qualification, and meets at least one of the criteria below:

  • unemployed or at risk of redundancy
  • self-employed and working within the creative and cultural industries or hospitality, tourism, and events sector
  • employed by a Scottish arts, cultural, hospitality, tourism, or events organisation
  • employed by a Scottish charity or social enterprise

Please note: free places are limited, and subject to availability.


Apply for Planning and Marketing Cultural Projects

Application deadline

Friday 15th December 2023

Start date

18 January 2024 - exact dates TBC

NB This course will run depending on numbers registered. Confirmation of commencement will be 4 weeks in advance of the start date.

More information and QMU contacts

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Course Overview

On campus
Start Date
January 2024