Creative and Cultural Industries Management MSc

This is a core module that introduces and defines what we mean by the Creative and Cultural Industries (CCI), not least exploring their role in society. From theatres, to museums, to the music industry, to film, this module explores ideas around the purposes of, and changes and challenges to the CCI sector. The module provides an overview of critical theories and concepts within CCI, and seeks to equip students with the necessary knowledge and tools to assess critically the advantages and disadvantages of existing frameworks, and apply these to understand and research the Creative and Cultural Industries today.

This module aims to develop students' understanding of the relationship between digital technologies and cultural and creative industries, looking at production, distribution, audience measurement and future trends. Students will synthesise knowledge from CCI theory, up-to-date industry examples and guest speakers who work at the forefront of these digital transformations. Students will be equipped with the skills to critically evaluate the use of technologies in CCIs, to address their opportunities, risks and potential harms.  

Firstly, we will explore how cultural and creative production is facilitated by different technological innovations and developments. We will look at how CCIs such as game design, museum curation and music have been shaped by numerous technological innovations. We will also examine how digital production influences work and consumption within contemporary CCIs.  

Secondly, we will look at the ways in which CCI distribution is facilitated by digital intermediaries. We will look at social media platforms, streaming services and livestreaming platforms, and examine industries related to social media content creation, influencer culture and the promises of 'DIY' production. We will particularly focus on how the algorithmic distribution of cultural products has shaped cultural and creative industries. We will also examine how digital intermediaries shaped the funding models of CCIs, and what impact this has on the sector. 

Lastly, we will look at how digital media has shaped the sustainability and futures of cultural and creative industries. We will look at how technologies such as VR and AI could end up transforming how we access, and work in CCIs - both now and in the future.

The unit provides the final element in the MSc in Creative and Cultural Industries Management. You may choose between two pathways of equivalent academic rigor:

- A dissertation requiring original investigation and research on an approved topic within global creative industries, or

- A creative and/or industry facing project of substantial ambition and scope, equivalent in academic depth to a masters-level dissertation.

Pathway and project selections require approval from the unit tutor. Learning is supported and guided through individual supervision tutorials, ensuring you receive dedicated mentorship throughout your chosen project plus lectures specific to each pathway.

Each option allows you to demonstrate masters-level understanding and contribute original insights to the field of creative and cultural industries, whether through academic research or practical industry application.

This module highlights the diversity of cultural heritage, ranging from cultural and 'natural' landscapes, through monuments to music, dress, cuisine, 'traditional' crafts, and language and dialect. It explores the role of these various forms of heritage in shaping local, regional and national identity; the extent to which they reflect or misrepresent local, regional and national history; the legal and ethical issues surrounding conservation and preservation of heritage; and how study of 'traditional' lifeways may contribute to understanding of history.

The module introduces, defines and critically appraises the concept and institution of the museum in the modern world. The module considers the development, organisation and use of such places of collective remembering and forgetting. The module considers local museums with small budgets and community responsibilities, national museums with large donors and political responsibilities, and private collections whose collections represent individuals or agendas. The module will engage with local and global concerns and topical conversations around museum collections including the complex issue of restitution, and ethics in modern museum management. This module looks towards the sustainability of the museum sector in a globalising world, and in light of pressures from political and economic directions. 

The module examines museums from the perspective of policy, funding and the day to day management of individual institutions against the background of national government agendas and inter-governmental agreements which underpin large scale developments. It looks at the  provision of such cultural spaces from both the operator and visitor management perspectives and includes site visits within the locality.

This module is designed to enable students to become conversant with different computer-assisted translation (CAT) tools that are used in professional practice. Students will learn about core perspectives in the use and usefulness of CAT tools and terminology management tools. Students will also receive teaching in relation to the use of Machine Translation and post-editing.

The module consists of weekly lectures and seminars, each of which is devoted to exploring key principles underpinning successful music management practice. Thus for example seminars will focus upon music policy, digital rights revenues and audience research and engagement. The module will give students the opportunity to investigate the principle(s) of most interest to them in the context of a specific management environment such as the grant-in-aid, independent and global music sectors. The intention of the module is to enable students to broadly identify multiple principles in context and specifically apply one to a chosen specialist area.

The module invites students to explore and critically engage with the concepts of innovation and futures thinking within the context of contemporary music landscapes. It is designed to foster an understanding of how forward-thinking strategies can be applied to anticipate trends, cultivate creativity, and anticipate change in the music industry. Students will engage with theories of innovation and apply futures thinking methodologies to envision new possibilities in the music sector. Through lectures and seminars, participants will refine their ability to formulate objectives, articulate visions, and apply research methods that underpin strategic planning and foresight in music. This hands-on approach aims to equip students with the skills to become leaders and innovators in the evolving world of music.

This module explores the workings of the media in China and their treatment of social issues. You will develop critical reading strategies for media, academic, government and corporate sources, research skills and gain experience in writing shorter and longer explanations of these issues.
In the first half of the module, we will critically examine changes in media coverage on Chinese society (in Chinese and overseas print media, social media and documentary film). In the second half of the semester, we will explore a range of social topics, through a combination of academic studies and media sources.

This module equips you with the strategic and analytical skills needed to manage effective social media, influencer, and digital marketing activities. You will explore how brands use different social media platforms to engage audiences, foster community, and achieve marketing objectives through compelling digital content. The module covers the planning, execution, and evaluation of social media initiatives, including influencer selection, collaboration, and impact measurement. Guest lectures from industry practitioners will enrich your learning experience, ensuring you gain up-to-date expertise. By the end of the module, you will be able to develop integrated strategies that combine social media, influencer engagement, and broader digital marketing initiatives in a professional context.

This module is designed to provide knowledge and understanding of the roles of accounting and financial management in modern business organisations. The module will introduce students to the objectives, techniques and limitations of accounting for the purposes of external accountability and internal decision-making and control. The module will also introduce students to the objectives, techniques and limitations of financial investment appraisal and provision of financial resources.

This module introduces you to the important subject of international business, exploring how and why companies operate internationally. The module examines the international environment Multinational Enterprises (MNEs) operate in, exploring not only how that environment affects the activities of MNEs, but also how MNEs impact their social, economic and natural environments. You will study how MNE managers seek to maximize value and minimize costs by locating different activities in different countries around the world. You will also learn about responsible business practices and the UN Sustainable Development Goals. The module not only builds theoretical understanding of international expansion, but also seeks to apply this understanding to explain how organizations perform in host countries and how organizations can adapt to the dynamic international business environment. Key issues that are explored in this module include internationalisation, cross-cultural management and sustainability.

This module explores the fundamentals of various theories of organisation, and how organisational management influences functioning. It brings together theory and practice in encouraging students to view organisations from different perspectives to develop a more comprehensive understanding of organisational theory and approaches to managing organisations. By analysing the usefulness and drawbacks of different approaches, both classical and strategic, it enables students to reach their own conclusions as to which approach might be suitable in a particular circumstance. The approaches are set in the context of understanding organisational structures and management, together with the behaviours of those who populate organisations.Note: The Module Leader should ensure that there is no overlap with MGT650 Managing People in Organisations, which is taken by MSc Management students in Semester 1.

The aim of this module is to introduce the heritage industry, heritage work in the planning sector, and the frameworks within which heritage professionals operate. The module will encourage debate on issues facing the heritage industry including sustainable use and reuse of historic buildings and quarters, the interpretation of heritage for public audiences, and the role of heritage in government policy. It also offers an opportunity to focus on the historic 'value' of a site or landscape. Students will complete  an evaluation of how heritage is currently managed, and propose strategies for future conservation and presentation. The module is taught through a combination of lectures, workshops, and site visits.

This module examines the theoretical and methodological advances in Digital Cultural Heritage and their broader implications in fields concerned with the interpretation and presentation of the past. We will draw on theoretical readings as well as analyse the potential benefits and drawbacks of certain digital and online approaches. Topics include: principles and theories underlying Digital Cultural Heritage, understanding processes of creating digital surrogates, establishing principles for user experience, and exploring digital narratives for public dissemination. A major component of this module will be a semester-long project that will require the development of a proposal for a digital cultural heritage project.

This module examines project management in the context of developing data products and digital performances. Data products might be websites, databases, apps, or virtual environments which use cultural content. Digital performances might include music, art, video or digital exhibitions in which the practices and/or the outputs are digital. The module will teach the skills and tools necessary to manage the design, planning and execution of a digital project, including: developing ideas; understanding user requirements; developing specifications for design teams; planning; choosing the best design and development methodology. The module does not require the product or performance to be executed.

Chinese cities are home to ten per cent of the world's population. They have experienced tremendous transformation with the country's transition from a planned to a market economy. This module provides an overview of Chinese cities, and includes topics on evolution of China's urban system, economic restructuring, urban expansion and land disputes, property-led urban regeneration, housing market development and policy. The central aim of the module is to help students understand not only the complex character of changing cities but also their place within Chinese economy and society. 

This practical learning module is designed for students who combine work experience with their academic studies, providing an alternative to traditional year-long work placements. The module bridges the gap between theoretical knowledge and real-world application by encouraging students to critically examine their workplace experiences through an academic lens.

Students will analyse a selected organisation's business environment using current data sources, conduct strategic assessments identifying strengths, weaknesses, opportunities and threats, and evaluate workplace systems and procedures using theoretical frameworks. In student cases where no organization's data is available, students will be able to respond to a business environment case study data set.   A key component involves auditing personal and professional development through this process of business analysis, helping students to understand how their academic learning applies to vocational contexts.

The module emphasises holistic reflection, enabling students to make meaningful connections between their coursework and professional experiences. Through this integration, students gain deeper insights into organisational operations, develop critical analytical skills, and enhance their understanding of how academic theory informs workplace practice.

This module provides a practical exploration of funding within the music and arts sectors, equipping students with the knowledge and skills to identify funding opportunities, create compelling grant applications, and understand the nuances of monitoring and evaluation. Through a series of lectures, students will dissect current market trends in arts funding, learn quantitative and qualitative research methods for evaluation, and master the art of report writing. The module aims to demystify the process of securing funding by offering step-by-step guidance on developing successful applications, from initial research to final submission. Emphasis will be placed on understanding funders' criteria, budgeting, and the critical skill of effectively presenting proposals, ensuring students are well-prepared to navigate the competitive landscape of arts funding.

This module introduces key ideas surrounding media and culture in the context of East Asian society. Via selected case studies we will explore issues such as power and control, propaganda, politics of memory, politics of representation, media production and consumption, globalisation, transnational cultural exchange, media and nationhood and the changing status of the creative industries in East Asia. This course will examine a variety of media products including film, TV, radio, digital archives, animation, memorials and museums and will engage with the media and culture of Japan, South Korea, Taiwan, Hong Kong and the PRC respectively. 

The module consists of students working as a team with a live client from the world of professional music to address an issue of the client's choice. The issues sought from prospective client organisations will be those which either have a long term strategic bearing on the organisations's work and existence, or which address an immediate operational issue or set of issues. In both instances the issues to be studied will be typical of what might be expected to be encountered in the real world of music management. Once the definition of the issue to be studied has been fully agreed with the cilent, the course will consist of weekly seminars at which the team will plan reasearch into the issue and will discuss on a regular basis its ideas and proposals for action with the course tutor. The progress of the team will be checked with the client at the mid-point of the semester. The final outcome of the project will be a live presentation by the team to the client outlining its research findings, its interpretation of these, followed by conclusions and recommendations. This presentation in turn will be followed by the creation of a written group report which will be the subject of formal assessment and then made available for the client to use as they choose Assessment will also include peer-group assessment by the students of themselves.

This module will begin by providing a description and analysis of the media environment and leading media institutions in Japan. It will then move on to analysing how the media industry mediates between policy making, corporate, and public interests and will make comparisons between Japanese, British, and other countries' media and communications industries. The module will then pay special attention to the public relations/marketing/advertising industry and how it interacts with the corporate world. Emphasis will also be placed on international access to and interaction with Japanese media and public relations. The module will be delivered through one lecture and one seminar per week, both of 50 minutes. Lectures will be in the traditional style, though student participation will be sought. Seminars will be student led and occasionally feature film/video content. Assessment will be through a student presentation and research essay. 

AI and Creative Tools for Digital Marketers is a hands-on, future-focused module that helps you build the digital tools and strategic know-how you need to succeed in today's fast-moving business world.

You'll explore the technologies and platforms behind digital communication, marketing, and customer engagement—gaining practical experience with the same tools used by professionals. Along the way, you'll discover how creative thinking and data-driven decisions can drive innovation and impact real business outcomes.

Through interactive sessions and practical exercises, you will learn to:

Apply AI and Prompt Engineering: Understand the fundamentals of artificial intelligence and learn how to craft effective prompts to harness AI tools for content creation and creative problem-solving.

Use Analytics: Analyse website performance and user behaviour, transforming raw data into actionable insights that inform digital marketing strategies.

Design Digital Content: Create visually compelling and professional marketing materials, with a focus on brand consistency and audience engagement.

Understand CRM:Explore the principles of customer relationship management (CRM) and gain hands-on experience to design targeted email campaigns, manage contact lists, and evaluate campaign performance.

Entrepreneurship is vital to a flourishing cultural and creative sector. This module bridges the gap between creativity, culture, and business by enabling learners to develop techniques that move their creative and critical thinking to entrepreneurial thinking. The module equips those who have previously studied or engaged with an area of creative or cultural practice, such as music, media, theatre and performance, heritage, craft, design, or digital games, to start a new business arising from existing or new creative and cultural practices, to manage a portfolio of loosely connected projects in the cultural and creative industries, and to develop intrapreneurial skills for innovation in existing organisations in the cultural and creative industries. It enhances learners' skills as creative leaders who can respond to emerging trends and opportunities to realise value in the creative economy.

This module helps you understand and apply essential branding concepts and frameworks, emphasizing their critical role in shaping consumer perceptions and driving market strategies. You will critically analyse a range of brands and real-world branding practices, applying theoretical models and research to generate impactful insights. The module also focuses on the importance of evaluating the influence of technological advancements and sustainability on branding practices.