Creative Industries & Cultural Policy MSc
Issues In Audience Management CULTIND5007
- Academic Session: 2026-27
- School: School of Culture and Creative Arts
- Credits: 20
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 2
- Available to Visiting Students: No
- Collaborative Online International Learning: No
- Curriculum For Life: No
Short Description
A critical introduction to the ways in which industries and public bodies have modelled, measured, marketed and engaged with the audience. Students will be expected to consider the impact of new technologies on the increasingly complex relationships between audiences, texts and media providers.
Timetable
2 hour weekly meetings (Lectures and Seminars) over ten weeks as scheduled on MyCampus
Excluded Courses
None
Co-requisites
None
Assessment
The standard assessments for this course are:
■ Two formally assessed written assignments: one critical analysis of a prior audience related study/report (2,000w) - 40%
■ Research essay (3,000w) exploring a key issue affecting audience management, in relation to a particular case - 60%
If required, for instance where a disability prevents a student from undertaking a specific method of assessment, the following alternatives are available:
■ There is no alternative to the written assignments, but a flexible deadline can be offered as reasonable adjustments (students should follow the usual process for extensions)
■ There is no alternative to the research essay, but a flexible deadline can be offered as reasonable adjustments (students should follow the usual process for extensions)
Further reasonable adjustments may be provided where necessary. Students are encouraged to consult with the course convenor.
Main Assessment In: April/May
Course Aims
This course aims to:
■ explore key contemporary issues in the changing relationships between media industries and audiences;
■ familiarise students with a range of methods used by industries, regulators and policy makers to model, measure, market and engage with audiences.
■ introduce students to examples of audience research, and enable them to develop the skills to engage critically with theories and studies drawn from academic, policy and industry sectors.
Intended Learning Outcomes of Course
By the end of this course students will be able to:
■ demonstrate a critical understanding of audience issues relevant to media management and explore topics and themes in detail, with reference to appropriate examples and evidence;
■ connect contemporary issues in audience management to broader academic concepts of audiences and publics;
■ analyse and evaluate the studies and statements about audiences emerging from a variety of contexts: academic, industry and policy related.