AAD 602 - Arts Marketing (3 )

GR

As an important interpreter of the work, the arts marketer uses tools of business: management, strategy, marketing, financial accounting, operations, and negotiation; and tools of community building: fundraising, development, education, outreach, engagement, volunteerism, public policy, and partnerships; to create thriving cultural connections between artists and audiences. In this course, students will evaluate and Analyze a broad range of issues in arts marketing through readings, class discussion, guest lectures, case studies, and assignments along with a required final paper presenting a marketing plan. This lays a foundation of traditional arts marketing techniques and addresses the 21st-century need to balance innovative web-based communications with new strategies to attract diverse audiences through relevancy, accessibility, and interactivity.