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Essentials for Marketing 2025

Essentials of Marketing

Further resources

Below you’ll find the resources we shared in the Further resources section for each of the Essentials of Marketing modules. These resources aim to support your learning across all six modules of this online course, and help you dive deeper into the content covered in each module.

You’ll find many more useful resources on the Arts Marketing Association’s knowledge hub AMAculturehive. If there’s something you can’t find or if you have a case study you’d like to share email our Editor.

Module 1 – The Role of Marketing

Accessibility

A woman in a wheelchair on a catwalk wearing an elaborate costume.

House of Curio, House of Suarez Vogue Ball. Photo: @fotocad

Unlimited: Accessible Marketing Guide (May 2024)

10 things about PDF content and why you should avoid it

7 peas in a pod. Six are green, one is red

Colour contrast accessibility

A vintage camera surrounded by black and white photographs

Image by congerdesign from Pixabay

Compressing images for your website

The silhouette of a hand with fingers stretched across rows of computer text 1s and 0s.

Accessibility: a website for everyone

Two pink macaron perched on top of each other. A single fresh raspberry balances on the top with three more clustered in front.

Image by S. Hermann & F. Richter from Pixabay

How to…write good Alt Text

EDI and social justice

An illustration of several rows of diverse women.

Beyond Marketing: improving diversity among your audiences

A small heart made of entwined wire and lit with tiny fairy lights breaks out of a concrete floor.

EDI: Acknowledgement Statements

A group of people sat outdoors at a wooden table.

Behind the Scenes: Walk the Plank’s Diversity, Equity, Inclusion and Belonging Journey. Blog 3 – marketing, communications and recruitment

Module 2 – Understanding your Audiences

Data

A plate of cherries of different sizes compared to a coin cent.

Image by Hans from Pixabay

Benchmark Report: Cultural website performance

A shirtless dancer with flowing, black locks holds a rod bursting with fire from several places.

Image by Evgeniya Litovchenko from Pixabay

Brave Audiences – what we know about risk taking and current trends

A two-seater sofa with cushions on either side. On the wall above hangs a frame with a picture with the words: Google Tag Manageer.

Google Tag Manager basics, top tips and common mistakes

A woman with bright blue curly hair, winking and smiling broadly.

Image by StockSnap from Pixabay

Data-driven marketing strategies to engage tomorrow’s audience

Hundreds of people standing looking at a stage

Report: Tomorrow’s Audience

Head and shoulders of a womanwith hand up holding a pen. Her face is covered in symbols.

Image by Gerd Altmann from Pixabay

Influencer, Influenced or Influential: How do you use data?

A woman's face and shoulders overlaid with a stream of data

Photo by ThisisEngineering RAEng on Unsplash

What is visitor data and how do I collect it when I don’t have a ticketing or ‘Customer Relationship Management’ (CRM) system?

The back of four women standing with their arms around each others waist. One has a camera over her shoulder.

Photo by Vonecia Carswell on Unsplash

What is ‘Customer Relationship Management’ (CRM) and how can it benefit my heritage organisation?

Paperwork and hands on a board room table at a business presentation or seminar. The documents have financial or marketing figures, graphs and charts on them. There is a digital tablet and laptop on the table

Data visualisation: what a wonderful world it could be

Personas and Segmentation

Module 3 – Knowing your brand

Brand

A woman and a young boy work excitedly on a large piece of grey clay.

Foundling Museum, Workshop. © Wilkie Branson Photography. Courtesy Foundling Museum Family Workshops.

Toolkit: Museums, emotions and brand

Close-up of woman holding a small child on her lap. Both are looking excitedly into the distance.

Family on Mail Rail at the Postal Museum. Copyright The Postal Museum.

Why museums should use emotional branding to grow their support

Boy with eyes tightly closed and mouth wide open shouting into microphone

Boy shouting into microphone

Putting your brand voice into action

A silver key open a cloud shaped lock

Image by ambercoin from Pixabay

Accessibility: How to make your brand more accessible

A white empty square picture frame covered with flowers

Image by Simone Holland from Pixabay

Personality, purpose and heart: how your website can better reflect your brand. Part 1.

A heart shaped mug of hot chocolate nestling on a blanketof snow

Image by Jill Wellington from Pixabay

Personality, purpose and heart: how your website can better reflect your brand. Part 2.

Module 4 – Campaign planning

Campaign planning

Digitisation project planner, handbook and examples

Digitisation project planner, handbook and examples

Digital Engagement Framework Book Cover

Digital Engagement Framework

A fortune cookie broken open to reveal the fortune: a plan you have been working on for a long time is beginning to take shape

Photo by Elena Koycheva on Unsplash

Guide: Creating an effective audience development plan

Content creation and storytelling

Zosia Poulter speaking at Digital Works Conference. Behind her a screen: Thinking like a Publisher

Photo: Thom Bartley. Digital Works Conference 2024 hosted by Substrakt

Digital content: Less like marketing, more like journalism

National Museum Scotland exterior

Courtesy National Museums Scotland

National Museums Scotland: how we tell stories online

A woman holds a large open book on her lap

The Power of Storytelling

In a darkened space hands holding an open book lis by a cluster of small lights

Photo by Nong Vang on Unsplash

How to tell a story in six seconds

Module 5 – The Marketing Mix

Digital marketing

A small car at the beginning of a winding road through a mountain landscape. Two legs wearing white sneakers stick out of the window.

Image by Nikos Apelaths from Pixabay

Websites: User Journey Mapping

Alex Gowan-Webster on stage in front of a large screen talking at AMA digital day 2024

Courtesy the author

Optimising your website for humans

A digital art illustration of a cosmic heart shape floating in space. The heart appears to be made of nebulous clouds and cosmic matter, with colors transitioning from deep red and orange in the center to purple and turquoise blue on the edges. The heart contains glowing points of light like stars, and appears to have a crater or opening revealing a bright, fiery core. The background shows a dark space sky with distant stars and a pink-tinged horizon below. The overall effect is dreamlike and ethereal, combining space imagery with the symbolic shape of love.

Social Media: Is going viral a useful KPI?

An arena full of fans. A projection of Taylor Swift looms over her tiny figure as she performs.

Photo by Stephen Mease on Unsplash

Social media: 5 tips digital marketers can learn from Taylor Swift’s strategy

A blood pressure measurement kit and a blue, plastic container with pills.

Image by Steve Buissinne from Pixabay

Webinar: How to do a simple health check on your website

A woman in a wheelchair on a catwalk wearing an elaborate costume.

House of Curio, House of Suarez Vogue Ball. Photo: @fotocad

Unlimited: Accessible Marketing Guide (May 2024)

Through one lens of an upturned pair of specs a whole city landscape emerges.

Image by Gerd Altmann from Pixabay

Next level digital marketing

Hands painted with a map of the world against a sky of data

Audience behaviours are changing. Leveraging customer networks in a digital world.

Wall of screens

Webinar: How to develop a powerful website content strategy

One hand holds a phone. A finger on the other phone hovers above the phone ready to send an email

Analyse and Improve your Email Marketing Strategy

Content

Man wearing white sweatshirt with computer screen as head

Photo by Joshua Rawson-Harris on Unsplash

The content lifecycle: caring for your content

A sign on glass_ Print Matters!

Photo by Claudio Schwarz on Unsplash

Print is dead? Long live print!

Phone with various social media apps on screen, including facebook, instagram, twitter and more

Photo by Pixabay on Pixels

Video: How do I tailor my digital content to work across Twitter, Instagram and Facebook?

Red mobile phone on grey table alongside white earphones

Video: How do I create great video content using my mobile phone?

Copywriting

Writing for Web

5 tips to improve your web writing

Man with headset using laptop

How to write great web copy

Using words to engage your audience

© Image by Sadie Hernandez

Using words to engage your audience

Data protection

Revive your database with GDPR and Legitimate Interest

A file drawer with multicoloured paper folders packed tightly together is seen. One pink folder is in focus and pulled out slightly compared to the rest.

Image courtesy of Shutterstock©

How can I ensure that personal data is protected when creating and sharing content online?

GDPR - what is it and where to start

©

GDPR – what is it and where to start

Fundraising

The Arts and Everything In Between Podcast Episode 31. Opening Doors for All. Funding Arts for the Future.

Podcast: Opening doors for all – funding arts for the future

Telling your story effectively — the Case for Support

Photo by Clem Onojeghuo on Unsplash.

Telling your story effectively — the Case for Support

Module 6 – Monitoring and Evaluation

Monitoring and Evaluation

A drop of water creates a big splurge as it lands.

Image by Jon Pauling from Pixabay

Webinar: Measuring Impact

Make Change report cover

Creative People and Places. Make Change – Engaging with young people

Webinar: Who and what is evaluation for? And when is it useful?

Webinar: Who and what is evaluation for? And when is it useful?

Google Analytics 4 (GA4)

9 types of reporting from bar charts to spider diagrams

Website reporting for 2024: five tips for website analytics using GA4

An array of question marks. One is lit with a warm yellow glow.

Beyond page views – measure what matters with Google Analytics 4 (GA4)

Future thinking

A small, shiny robot seated on the ground. It's wearing a large headset with wires connecting it to an Apple Mac laptop open on the robot's lap.

Image by Susan Cipriano from Pixabay

Artificial Intelligence (AI) Example AI Policy

An illustration of a robot face with the words: Tomorrow Zone

Podcast: Tomorrow Zone – Museums and AI

This image shows a screenshot of a website page for the London Museum. The page is divided into three sections, each featuring different exhibits or collections related to Black history and activism: 1. Left: "Stormzy: A Grime Change-Maker" - Shows an image of a Black man (presumably Stormzy) wearing a cap and speaking or singing. 2. Center: "Neil Kenlock's Photos of 1970s Black London" - Displays a black and white photograph of people marching with signs, including one that reads "BLACK PANTHER MOVEMENT". 3. Bottom: The text "RIGHTS & ACTIVISM" is prominently displayed. The layout suggests these are different exhibits or collections within the museum, all centered around themes of Black history, culture, and civil rights movements. An arrow at the top of the image points to the right, possibly indicating more content in that direction on the actual website.

How London Museum’s new website is using AI to power content relationships

Jervais Choo head and shoulders

Podcast: Future-proof the past – tech’s role in preserving culture

Hundreds of people standing looking at a stage

Report: Tomorrow’s Audience