This major will prepare professionals who can plan, sustain and develop strategies to effectively address the contemporary challenges of marketing art and culture in a fast-changing global economy. It will deliver comprehensive knowledge of the social, economic and legal landscape of culture, the modes of governance, infrastructure, and ideas of identity & labor within cultural and creative industries. It is grounded in interdisciplinary methods of critical enquiry to explore the historical as well as emergent modes of production, distribution and audience engagement to prepare students to work in the complex globalized cultural sectors. 

The major offers flexibility to students to focus on a particular cultural sector to develop a capstone project in which students are expected to synthesise and apply the core concepts acquired from the program. Possible areas of concentration include theatre and performance, visual arts, dance, music, tourism, heritage, design, gaming and food. Through simulations, guided experiences, field trips and case studies-based research, students will hone the skills required to work in multi-dimensional arts environments. Outcome-based workshops by scholars, art practitioners, programmers and industry experts will enable understanding best practices, allow students to conceptualize and strategically execute cultural events and plan marketing, promotion and fundraising campaigns. Students will gain practical experience relevant to working in their chosen creative sector by undertaking short term internships in arts organisations, festivals, galleries, cultural centres, production houses, theatre/ dance companies etc.