Managing the Arts: Marketing for Cultural Organizations

Title

Managing the Arts: Marketing for Cultural Organizations

Academic Director

Prof. Dr. Nishant Shah

Speakers

Prof. Dr. Hans Abbing, Dr. Annett Baumast, Prof. Dr. Carsten
Baumgarth, Prof. Dr. Gesa Birnkraut, Chris Dercon, Dr. Patrick S.
Fhl, Mag. Phil. Leonie Hodkevitch, Pter Inkei, Dr. Sacha Kagan,
Prof. Dr. Volker Kirchberg, Prof. Dr. Arjo Klamer, Prof. Dr. Armin Klein,
Prof. Dr. Birgit Mandel, Prof. Dr. jur. Oliver Scheytt, Gabrille
Schleijpen, Dr. Ingrid Leonie Severin
Marketing, cultural market, project management, audiences,
outreach, co-creation, branding, identity-formation, arts markets,
problem-solving

Subjects

Content

Built on an interdisciplinary academic discourse of arts

management, cultural communications and digital arts, the course
curriculum will fully emerge only during the operational phase of the
course and is driven by prior knowledge, motivation and interests of
course participants. The course comprises six two-week assignment
phases, each containing keynote lectures, reading material, case
study videos and a concrete problem to solve. Assignment tasks are
cumulative and increase in complexity over time.
Acquired professional competencies:
- Contemporary challenges for arts organizations and cultural
managers
- Comprehension of the dual role of arts organizations
- Marketing tools and strategies
- Funding models
- Brand management
- Managing artistic processes
- Communication strategies
- CRM
- Internal vs. external identity
- Development of a marketing concept

Acquired competencies

Learning and Teaching Methods

Time Frame

Apart from the scientific and applied content of the course, the
participants acquire the following competencies:
- Web-based communication skills
- Experience with international collaboration within a team
environment
- Self-organization
- Intercultural competencies
- Conflict management
Online Course, Collaborative Learning, Team Assignments, Peer
Review & Feedback, Forum Discussions, Online Lectures, Case
Scenarios, Readings and Further Learning Materials
Start: Feb 19, 2015
End: May 28, 2015
Duration: 14 weeks

Participation Requirements

none

Workload

150 h, online, no physical presence

Course Credit

Successful completion of 6 Assignments

1. The cultural economy: Markets and marketing for cultural
organizations
2. Mapping the terrain: Art organizations and cultural
institutions in context
3. Enabling creativity: Marketing cultural projects and
managing artistic processes
4. Reaching across the fourth wall: Building audience
relationships
5. Emerging identities: Co-creating and shaping digital brands
6. Curating strategies: Artistic practices and sustainability
An average grade will be calculated on behalf of the evaluation of
the six assignments

Assignments

Evaluation
Credit Points:

5 ECTS

Frequency of the Course

Unique offer

Language

English