CCHM1002: Managing and Marketing Cultural Heritage Operations

Credits: 15


This module has a focus on traditional management practices in heritage and cultural institutions within the context of their transition to a Digital First environment in China and the UK. Students will examine how organisations build a social media marketing and PR strategy, exploit the management opportunities of digital marketing and global visitor development. Students will also discuss and critically analyse the efficacy of such developments on museums, auction houses and major exhibitions. The module will also explore the wider ethical, political, legal and economic contexts which influence the heritage and cultural international sector.

The module aims to:

  • Review key management and marketing issues of cultural organisations

  • Establish students’ critical analysis skills on arts law

  • Explore the concept of Digital First in managing cultural heritage

  • Debate the impacts of visitor and community engagement in cultural and heritage environments

  • Critically analyse the role of brand, social media and Big Data in a management setting



Have a conceptual understanding of:

  • The operations for different types of cultural organisations

  • The impact of Digital First and social media on the management of cultural heritage

  • Engaging the public with social media, its advantages and disadvantages

  • The issues surrounding Chinese heritage and arts law

  • The ethical issues surrounding cultural collections

  • Political, legal and economic contexts influencing heritage institutions and practices


  • Ability to identify key management issues surrounding cultural collections

  • Ability to critically analyse and contrast existing cultural collections and make creative suggestions in an international context

  • Explore how social media are used to present heritage information

  • Ability to design a strategy for social media and critically access issues including the community and visitors’ participation and interpretation and public engagement

  • Confidence in using and understanding social media in a professional environment


  • Fundraising and financial management for culture heritage organisations

  • Marketing and management – fundamentals theory relating to cultural institutions

  • Stakeholder roles in cultural managements

  • Auction house practice

  • Repatriation of cultural property

  • The significance of Digital First across management structures

  • Building social media teams and visitor strategies

  • Case study analysis for international cultural brands

  • To introduce commercial awareness, global vision, corporate social responsibility and governance in a cultural environment


Students will be taught through a combination of lectures, seminars, guest lectures, workshops and visits.


Coursework 1 (40%) & Coursework 2 (60%)

Total: 100 %