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Arts Marketing I

Course Code ARTM-701
Lecture hours per week
Lab hours per week
Course Availability: Open

This module engages students in telling the story of their organization to audiences and patrons through their strategic marketing process that creates, communicates and delivers value to stakeholders and manages relationships in ways that benefit both cultural organizations and stakeholders.

Arts marketing plays a critical role in ensuring the arts engage diverse audiences and stakeholders, and it presents artists and arts organizations with the opportunity to broaden, deepen and diversify the audiences for their work. This course develops students’ arts marketing skills, addressing both marketing planning processes and the use of marketing tools and techniques such as audience development, branding, market segmentation, promotions and e-marketing. Marketing plans and sample materials will be developed in consultation with local arts organizations.