In this module you will be introduced to professional practice in Dance and Theatre Arts. Live work will be a major aspect of this module, and you will be expected to gain some of the evidence for assessment through a work-related brief.

You will gain an insight into audiences and markets, and how this relates to contemporary practice in the sector. The skills you have learned in other modules will be applied in a professional context. You will be encouraged to work innovatively and creatively to meet agreed work outcomes, such as planning and promoting a production for specific clients or target audiences.

You will be looking at skills relating to entrepreneurship in the working environment - such as promoting creative work and ideas to attract new markets, communicating with clients, networking and communicating with clients and presenting your production safety and successfully. Health and safety will be included as an important aspect of the module.

You will be expected to carry out independent research to inform your work, such as demographics, competition and similar activities in the sector, and demonstrate that you understand why investigating these areas is so important.

Assessment 1. A portfolio of information relating to dance and theatre arts: to include such areas as market research, target markets, relevant strategic planning documents and competition, with an associated reflective and evaluative commentary explaining the purpose of market research. (40%) [LO 1, 4]

Assessment 2. A response to a creative performance brief; to include research, indication of a range of possible responses and leading to a selected approach and justification for choices made (60%) [LO 2, 3 & 5]

Formative assessment. Contribution to group discussion(s) on the purpose and challenges of market research and how it relates to professional performance.

Introductory briefing at onset of module
Interim briefings
Seminars, lectures and group tutorials considering performance, target audiences, and health and safety
Performance workshops and studio tutorials
Group tutorials with formative feedback
Work related tutorials
Group critiques

You will have access to suitably equipped performance spaces and associated resources in the college.

Students will have access to studio space and college library and computer resources. University learning resources are available on campus at Stafford and Stoke-on-Trent, and online via the partner Need to Know pages of the university website.
http://www.staffs.ac.uk/courses_and_study/partnerships/current_students/email/index.jsp

Books:
Freakley V. & Sutton R.(2005). Essential Guide to Business in the Performing Arts . London: Hodder & Stoughton.
Kotler P. & Armstrong G. (2010). Principles of Marketing. 13th ed. Oxford: Pearson Education.
McDaniel C. & Gates R. (2003). Marketing Research: The Impact of the Internet . New York: John Wiley and Sons.
Zikmund W. G. & Babin B.J. (2009). Essentials of Marketing Research . 4th ed. Cincinnati, Ohio: South-Western Cengage Learning.

Journals:
The Journal of Marketing Theory and Practice.
International Journal of Research in Marketing

Websites:
Khera Communications, Inc.http://www.morebusiness.com/running_your_business/management/Market-Research.brc Copyright 1998-2011