MKTG06061 2014 Dramaturgy for marketers

General Details

Full Title
Dramaturgy for marketers
Transcript Title
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2014 - Full Academic Year 2014-15
End Term
9999 - The End of Time
Catherine McGuinn
Programme Membership
SG_BMARK_C06 201600 Higher Certificate in Business in Marketing SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages

The aim of this module is to develop the confidence and interpersonal skills of the learner. The student will also appreciate the analogy of theatre with a service business.

Learning Outcomes

On completion of this module the learner will/should be able to;


Demonstrate how drama can be used in customer experience management


Show undertanding of how business atmospherics can borrow from theatre and performance

Teaching and Learning Strategies

Lectures integrated with workshops

Module Assessment Strategies

100% Continuous assessment

Repeat Assessments

100%Continuous assessment

Indicative Syllabus

Drama and performance

-Voice management




Theatre and experience

-Stage design

-Supporting fucntions

-Role of actors

-Audience interaction

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Role playing Practical Performance Evaluation 50 % Week 6 1
2 Design and atmospherics Project Practical Evaluation 50 % Week 12 2

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Studio Lectures 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
1999-04-01 The Experience Economy: Work Is Theater & Every Business a Stage Harvard Business School Press
ISBN 0875848192 ISBN-13 9780875848198

Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. The Experience Economy offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations.

Recommended Reading
2007-12-15 Dramaturgy and Performance (Theatre and Performance Practices) Palgrave Macmillan
ISBN 1403996563 ISBN-13 9781403996565

There is a growing interest in "dramaturgy" as a critical concept and as a practical process.The book outlines different perspectives on the terms "dramaturgy" and "the dramaturg" and aims to introduce both concept and practice to those encountering the subject for the first time. Using case studies drawn from contemporary practice and suggesting areas of further study, the authors provide a strong insight into contemporary debates and new directions for the future.

Module Resources