Inside the new MSc Marketing in the Creative Industries Programme at Queen Mary
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Launching a new era in creative marketing
In September 2024, the School of Business and Management at Queen Mary University of London launched a new ambitious MSc Marketing in the Creative Industries programme. This uniquely tailored programme is brought to international postgraduate students through a collaboration between the Departments of Marketing and Business and Society, covering areas such as arts marketing, audience development, digital marketing, cultural labour, cultural organising and sustainability. The programme contributes to expanding the range of specialised postgraduate programmes in Marketing, as well as growing BSO and SBM’s offer of programmes on the cultural and creative sectors.
A bespoke curriculum for tomorrow's cultural leaders
One of the highlights of the programme is the bespoke module “Marketing Arts and Culture for Social Change” which aims at exploring how institutionally designed but also grassroots participatory cultural programmes can contribute, as intervention mechanisms, to health and wellbeing, social cohesion and community building, learning, place making, sustainability, employability, and wider social justice.
Real-world experience with industry partners
Students taking this programme can engage with industry professionals through partnerships developed with selected creative and cultural organisations in London. These collaborations enable students to build essential career knowledge and gain confidence as they prepare for the workforce. For example, venue visits and tours, field trips, masterclasses, interactive workshops, and guest lectures delivered in collaboration with partners such as The National Theatre, Victoria and Albert Museum, Whitechapel Gallery, artfix, The Arts Council England and fastfwd digital marketing agency offer our students a sense of what it is like to be working in world-class cultural enterprises and gain behind-the-scenes insights.
A vision for positive social change
Dr Zafeirenia Brokalaki, Programme Co-Director, explains: “Inspired by Archimedes’ well-known saying ‘Give me a place to stand and I will move the earth’, our new Marketing in the Creative Industries programme has been developed to support the cultural practitioners and marketers of tomorrow in employing culture and creativity to catalyse positive social change. Offering a complex view of art and the market, cultural consumption, and their relationship to social change, our students learn to use sophisticated theoretical and methodological tools from different disciplines - philosophy, sociology, cultural and media studies, anthropology, art history, performing arts, psychology, marketing, and management - to understand cultural products and audiences. By examining motivations and barriers to participating in the arts, graduates can then develop more accessible, meaningful, and inclusive cultural experiences for diverse and marginalised communities.”
A diverse and ambitious first cohort
The first 2024-2025 cohort consists of 26 international students, some of whom aspire to work in the entertainment and creative sector to make the arts more accessible to a wider audience, while others prefer to be involved in culture-driven community building and outreach initiatives. With a diverse education background ranging from marketing and business to fine and visual arts, performing arts, music, and film studies, prospective graduates will be equipped with the necessary knowledge and practical skills to improve lives by developing and promoting cultural programmes that are relevant and of value to diverse local and international audiences.
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Thinking about studying with us? Explore the MSc Marketing in the Creative Industries at Queen Mary University of London and take that next step with confidence.