Course overview
This course aims to provide students (who are artists, work in arts organisations or who are self employed in the arts) with advanced skills and knowledge in the behaviours and experiences of arts and cultural audiences, with an emphasis on use of strategies, tools and tactics to achieve diverse, deep, rich and broad audiences. This course covers content that uses case studies, video clips and praxis-based student-centred learning, on the role and nature of arts audiences, their place in boosting income to the arts, segmentation, diversity, e-marketing, promotion, branding and experiences that lead to a wide range of stakeholders engaging with arts organisations.
Course learning outcomes
- Contextualise arts and cultural audience strategies, knowledge and skills within a framework of dynamic, global change.
- Critically examine the co-creation of arts and cultural experiences for audiences.
- Understand strategic audience engagement.
- Critically analyse audience development in a rapidly changing and multicultural society.
- Appraise appropriate audience segmentation approaches for arts and cultural organisations.
- Appraise appropriate e-marketing strategies and tactics for arts audiences.
- Demonstrate Business Enterprise Skills in the context of the Arts and Cultural Management discipline: i) Self-Management (advanced level), ii) Problem Solving (advanced level); iii) Teamwork (intermediate level); iv) Written Communication (advanced level); and v) International Perspective (advanced level).