Module manager: Dr Sarah Feinstein
Email: s.feinstein@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2025/26
PECI5211M Audience Engagement and Impact
This module is not approved as an Elective
With increased competition for our leisure time there is a growing need for cultural institutions to move beyond traditional marketing approaches to attract audiences. This module explores how arts and heritage organisations are developing more relational approaches to better understand and engage their audiences. Through a series of workshops led by both academics and practitioners, you will critically investigate a range of popular audience research and engagement strategies, such as audience segmentation, audience development, outreach, co-creation and co-production. In so doing you will develop your academic skills in undertaking audience research and practical skills in audience engagement.
You will develop a critical understanding of audience research that you will apply to a case study resulting in a report and engagement strategies that you will apply to designing an engagement activity for a case study organisation. This will allow you to explore the relationship between arts organisations and their publics, both locally and globally.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. Define, contextualise, apply and critique theoretical concepts related to arts audiences
2. Critically explore the benefits and challenges of audience development on the leadership of contemporary arts and cultural organisations across the world
3. Apply the core models, methods and approaches pertaining to audience research
4. Critically evaluate audience engagement strategies in relation to the stated objectives of cultural organisations.
On successful completion of the module students will have demonstrated the following skills learning outcomes:
1. Manage a project effectively, including planning and organising tasks.
2. Apply analytical and creative skills to identify solutions to problems.
3. Effectively communicate ideas.
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Practical | 11 | 2 | 22 |
| Private study hours | 278 | ||
| Total Contact hours | 22 | ||
| Total hours (100hr per 10 credits) | 300 | ||
Students will receive formative feedback on the development of their ideas from tutor and peers in designated workshop activities, as well as individual tutorials for both assessments. Workshops are dedicated to develop ideas and the individual tutorials allow for feedback closer to deadline. Students can present outlines for feedback in the individual tutorials but written feedback on either presentations or reports will not be given.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Coursework | report | 35 |
| Coursework | presentation | 65 |
| Total percentage (Assessment Coursework) | 100 | |
Resit task for presentation will be a recorded presentation. Resit task for the report will be an essay responding to a prompt.
The reading list is available from the Library website
Last updated: 12/03/2025
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