Abstract:Purpose: this paper assesses the effectiveness of a research and development programme on improving craft practice through the provision of mentoring by academic practitioners, studio space and advice on marketing techniques.Design/methodology/approach: following an initial focus group investigation of issues which impinge on contemporary craft practice, recipients of a bursary associated with the research and development programme were assessed with respect to how their craft and marketing competencies have developed.Findings: practitioners can now reflect on their skills, experiment with techniques and consider the effectiveness of their approach and attitude towards marketing.Research limitations/implications: the programme only extends to practitioners working with one art and design institution but has implications for those concerned with creative practice elsewhere. Practical implications:there is wider potential to reinvigorate artistic and marketing practice across the creative and cultural industries, and the small and medium enterprise community in general.Social implications: the role of the third level art and design institution extends into the social world through its ability to challenge existing practices and develop more creative and innovative alternatives. Originality/value: this is a novel programme which challenges experienced practitioners to extend their creative abilities in craft and approaches to marketing.

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