This class explores the marketing of cultural and heritage as ‘resources’ in a global context. It aims to introduce students to the essential dimensions of culture, heritage and the arts as resources for many types of organisation, both private and public sector, in activities such as tourism, festivals and events, community redevelopment and corporate branding.

The class brings together theoretical and practical dimensions which need to be understood by cultural, heritage and tourism managers if these resources are to be used responsibly and sustainably.