Arts organizations,
ranging from art galleries to regional theaters to international music
festivals, to name just a few examples, add significant value to their
communities, regions and countries. They define and enhance cultural and
national identity, provide significant employment, and generate considerable
income. At some level, all arts organizations must focus on their local
communities, but developing effective international appeal and scope presents
increasing opportunities and challenges. This course will study the principles
and practices of managing arts organizations. Emphasis will be placed on
program and artist management, leadership, arts organizational structure,
marketing and public relations, and financial management. Branding, audience development,
and fundraising will also be addressed.
Learning outcomes for
this course, upon successful completion, include the ability to: 1) understand
the distinct challenges and opportunities of managing arts organizations,
especially international organizations, 2) engage in program and artist
management, 3) develop and manage marketing and PR initiatives in the arts, 4)
explore how arts organizations can increase tourism and enhance local and
regional economic activity, 5) evaluate funding and revenue models relevant to
the arts, and 6) identify entrepreneurial opportunities within arts
organizations.