GD5626 People in Museums: Audiences, Leadership and Strategy

Academic year

2025 to 2026 Semester 2

Further information on which modules are specific to your programme.

Key module information

SCOTCAT credits

15

The Scottish Credit Accumulation and Transfer (SCOTCAT) system allows credits gained in Scotland to be transferred between institutions. The number of credits associated with a module gives an indication of the amount of learning effort required by the learner. European Credit Transfer System (ECTS) credits are half the value of SCOTCAT credits.

SCQF level

SCQF level 11

The Scottish Credit and Qualifications Framework (SCQF) provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Availability restrictions

Enrolment is limited to online PGT programmes.

Planned timetable

To be confirmed

This information is given as indicative. Timetable may change at short notice depending on room availability.

Module coordinator

Miss E R M Lawrence

Miss E R M Lawrence
This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module Staff

Miss Eilidh Lawrence, Mr Matthew Sheard, Dr Katie Eagleton and Mr Alexander Hayes

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module description

This module asks the questions: who are the people museums are there for? Why do they underpin everything that we do? What needs do they have that museums can meet, and how do we meet them? By examining the audiences at the heart of museums, we can navigate how to develop museum vision, mission and strategy. We will also look to different tools and techniques – project and staff management, leadership and finance – that help us deliver a strategic vision for audiences. We will examine higher level concepts of strategy, vision and leadership, in a way that is accessible and applicable to the museum sector – centred on the audiences that museums seek to engage with.

Assessment pattern

Coursework = 100%

Re-assessment

Coursework = 100%

Learning and teaching methods and delivery

Weekly contact

7 x 1 hour lecture, 2 x 1 hour practical classes, 2 x 1 hour one-to-one supervision

Scheduled learning hours

11

The number of compulsory student:staff contact hours over the period of the module.

Guided independent study hours

132

The number of hours that students are expected to invest in independent study over the period of the module.

Intended learning outcomes

  • Understand the theoretical and practical considerations of running a museum operation
  • Identify museum audiences and understand their needs
  • Evaluate the success of museum strategic planning for audiences
  • Understand techniques and tools that deliver on museum strategy
  • Communicate ideas effectively by written means