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DRAM7020 - Production Studies & Marketing

Title:Production Studies & Marketing
Long Title:Production Studies & Marketing
Module Code:DRAM7020
Duration:1 Semester
Credits: 5
NFQ Level:Intermediate
Field of Study: Drama
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Deirdre Collins
Module Author: Irene OMara
Module Description: An introduction to the management and administration of arts projects; project planning & management, business, funding, legal aspects and marketing.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 demonstrate an understanding of the administrative structures, planning and groundwork necessary for productions
LO2 apply for relevant funding to public and private bodies
LO3 draw up a budget for a production
LO4 observe the legal requirements of public performance
LO5 devise a marketing strategy for a production
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed

Module Content & Assessment

Indicative Content
Production Management
Project management with an emphasis on planning, scheduling, logistics and team building
Case Study-based examination of arts promotion and audience development
Entertainment Law
Tax Law, Royalties, Intellectual Property, Insurance, Employers & Employees Liabilities, Contracts
Meet the Professionals
Guest Lecturers from the theatre and media industries
Risk Assessment
General risk assessment and fit-up management
Budget management and documentation
Assessment Breakdown%
Course Work60.00%
End of Module Formal Examination40.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project A notional budget for a performance project 1,2,3 20.0 Week 6
Short Answer Questions SAQ Exam on Law component 4 20.0 Week 7
Project A notional marketing strategy for a performance project 1,5 20.0 Week 10
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2 40.0 End-of-Semester
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Business & Marketing 1.0 Every Week 1.00
Lecture Legal & Project Management 1.0 Every Week 1.00
Tutorial Case Studies 1.0 Every Second Week 0.50
Independent & Directed Learning (Non-contact) Study, Research and Writing 4.5 Every Week 4.50
Total Hours 7.50
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.50
This module has no Part Time workload.

Module Resources

Supplementary Book Resources
  • Peter Dean 2002, Production Management: Making Shows Happen - A Practical Guide, Crowood Press [ISBN: 1861264510]
  • Kerrigan, Fraser & Ozbilqin 2004, Arts Marketing, Butterworth - Heinemann [ISBN: 0750659688]
  • Kotler & Scheff 1997, Standing Room Only: Strategies for Marketing & Performing Arts, Harvard Business School Press [ISBN: 0875847375]
  • Joy R Butler 2007, The Permission Seeker's Guide through the Legal Jungle, Sashay Communications [ISBN: 0967294010]
  • Butterfield, Robinson & Chambers 2002, Entertainments Licensing Law & Practice, Old Bailey Press [ISBN: 1858364361]
  • Cary Gillet & Jay Sheehan 2016, The Production Manager's Toolkit, Focal Press [ISBN: 1138838845]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_GPOPM_8 Bachelor of Arts (Honours) in Popular Music 3 Mandatory
CR_GTHDR_8 Bachelor of Arts (Honours) in Theatre and Drama Studies 5 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie