Marketing Management for the Creative Industries

Marketing is at the heart of how films find their audiences. Without effective marketing and distribution, even the strongest independent films may never be seen.
The HND in Marketing Management for the Creative Industries, is designed to equip students with the skills needed to plan, deliver, and evaluate marketing campaigns within creative and cultural sectors, with a strong emphasis on independent film. Grounded in the Pearson BTEC Higher National Diploma in Marketing Management, the course develops a solid foundation in core marketing principles while applying them to real-world creative industry contexts. Students explore how audiences are identified, built, and engaged, and how creative products are positioned and promoted in competitive global markets. By the end of the programme, students will
understand how to market creative work effectively and ethically, preparing them for roles in marketing, distribution, and audience development across the creative industries. On completion of the HND, students will be equipped to enter marketing and distribution roles within film and creative organisations, or progress to a one-year BA Honours top-up.

YEAR 1

LEVEL 4
THE CONTEMPORARY BUSINESS ENVIRONMENT

This unit introduces students to the economic, political, social and technological forces shaping modern organisations. It is explored through both traditional film, television, and creative media contexts and creative sector case studies.

MARKETING PROCESSES AND PLANNING
This unit explores how organisations identify audiences, build brands and deliver value. Contextualised through film marketing, festival promotion, digital campaigns and audience development.

MANAGEMENT OF HUMAN RESOURCES
This unit examines recruitment, motivation and performance management through
creative teams, freelance networks and project based working environments.

LEADERSHIP AND MANAGEMENT
The unit is delivered using creative industry scenarios such as production leadership,
agency management and entrepreneurial ventures.

ACCOUNTING PRINCIPLES
Teaching draws on production budgets, project finance and creative business models.

MANAGING A SUCCESSFUL BUSINESS PROJECT
This practical project unit enables students to plan and deliver a substantial business
project.

BUSINESS LAW
This unit explores legal principles affecting organisations, with particular focus on
contracts, intellectual property, copyright and consumer law.

DIGITAL BUSINESS IN PRACTICE
This unit explores streaming platforms and digital distribution channels, content distribution, online branding and monetisation,
with applications across film, television, and creative media industries and wider digital economies.

YEAR 2

LEVEL 5
RESEARCH PROJECT
This Pearson set unit enables students to undertake an in depth investigation into a business topic. Projects may focus on creative industry challenges such as funding models, distribution strategies or audience behaviour.

ORGANISATIONAL BEHAVIOUR MANAGEMENT
This unit examines how individuals and groups behave within organisations and is contextualised through creative teams,
temporary organisations and collaborative working.

MANAGING AND LEADING CHANGE
This unit explores creative industry case studies such as technological disruption, platform shifts and new business models are used alongside traditional organisational examples.

GLOBAL BUSINESS ENVIRONMENT
The unit is delivered through examples such as international co productions, global distribution and cross border creative
collaboration.

PRINCIPLES OF OPERATIONS MANAGEMENT
This unit focuses on planning, resource management and operational efficiency. This includes production scheduling, logistics and delivery, while remaining relevant to a wide range of operational settings.

LAUNCHING A NEW VENTURE
The unit supports start ups such as production companies, agencies, fashion labels and streaming platforms and digital
distribution channels, while reinforcing core entrepreneurial principles.

MANAGING AND RUNNING A SMALL BUSINESS
This unit aligns strongly with independent film, television, and media businesses and agencies, while providing essential knowledge
for anyone planning to manage or grow a business.

Year 1

MODULE A: PROCESS AND PRACTICE ASSESSMENT A1: CONCEPT AND DEVELOPMENT (85 CREDITS)
This unit introduces core marketing theory and practice, including market research, segmentation, targeting, and positioning. Learning is contextualised through creative industry examples, particularly independent film, where students explore audience identification, brand development, and campaign planning.

ASSESSMENT A2: CREATIVE PROJECT
(35 CREDITS) In this practical unit, students develop and deliver a marketing campaign in response to a set brief. Projects may include a film release campaign, festival marketing strategy, or digital promotion plan. Assessment focuses on creativity, strategic decision making, and evaluation of outcomes.

YEAR 2:
MODULE B: PROFESSIONAL CREATIVE PRACTICE ASSESSMENT B1: PERSONAL PROFESSIONAL DEVELOPMENT
(45 CREDITS)

This unit supports students in developing their professional identity as marketing practitioners. Students explore career pathways, professional standards, and ethical considerations, while building a portfolio of marketing work suitable for employment or freelance practice.

ASSESSMENT B2:ADVANCED SPECIALIST PRACTICE (75 CREDITS)
In this advanced unit, students undertake a substantial marketing project focused on the creative industries. You will lead the development, delivery, and evaluation of a comprehensive marketing strategy, demonstrating advanced understanding of marketing management, audience engagement, and professional practice.