課程信息
4.8
168 個評分
52 個審閱
100% 在線

100% 在線

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
初級

初級

完成時間(小時)

完成時間大約為11 小時

建議:6 weeks of study, 1-2 hours/ week...
可選語言

英語(English)

字幕:英語(English)...

您將獲得的技能

FundraisingManagementMarketingPlanning
100% 在線

100% 在線

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
初級

初級

完成時間(小時)

完成時間大約為11 小時

建議:6 weeks of study, 1-2 hours/ week...
可選語言

英語(English)

字幕:英語(English)...

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
完成時間為 3 小時

Introduction to the Cycle

Welcome! This first week you will be introduced to the course structure and learn the key principles of the Cycle, a management theory which supports thriving arts and cultural organizations and which serves as the framework for the course. The Cycle proposes that: When bold art is marketed aggressively, an organization attracts a family of energized ticket-buyers and patrons. The income produced by this family is reinvested in more art that, when marketed well, builds a larger, even more diverse family. When this cycle repeats year after year, the organization incrementally and sustainably builds capacity, presence, and health. Following the introductory lectures, you will learn more about the Cycle by reading the executive summary, reviewing answers to frequently asked questions, and completing an introductory quiz. As a reminder, if you are taking this course as a student or enthusiast not affiliated with a specific organization, we recommend you select an organization of your choosing to reference as you make your way through the course!...
Reading
14 個視頻(共 75 分鐘), 7 個閱讀材料, 1 個測驗
Video14 個視頻
Watch: Introduction to the Cycle Part 1 - Two Challenges Facing the Arts4分鐘
Watch: Introduction to the Cycle Part 2 - What makes a healthy organization?4分鐘
Watch: Introduction to the Cycle Part 3 - Example from the Alvin Ailey American Dance Theater12分鐘
Watch: Introduction to the Cycle Part 4 - Family and Conclusion4分鐘
Watch: Frequently Asked Questions: The Cycle6分鐘
Watch: Case Study: Introduction to the Cycle with Dance Place (Washington, DC)3分鐘
Watch: Case Study: Introduction to the Cycle: MACLA/Movimiento de Arte y Cultura Latino Americana (San Jose, California)5分鐘
Watch: Case Study: Introduction to the Cycle at Pregones (New York, New York)10分鐘
Watch: Case Study: Introduction to the Cycle with Mexican Center for Music and Sonic Arts (Morelia, Mexico)2分鐘
Watch: Case Study: Introduction to the Cycle with Anna Lindh Foundation (Alexandria, Egypt)7分鐘
Watch: Case Study: Introduction to the Cycle with the Estonian Philharmonic Chamber Choir (Tallinn, Estonia)2分鐘
Watch: Case Study: Introduction to the Cycle with AS220 (Providence, Rhode Island)4分鐘
Watch: Review of The Cycle and Preparing for Next Week2分鐘
Reading7 個閱讀材料
Meet Your Instructors5分鐘
Activity: Introductory Questionnaire5分鐘
Recommended Reading: The Cycle: Introduction (Pages 1-5)5分鐘
Review: The Cycle and Annotated Cycle2分鐘
Optional Activity for Students or Learners Not Affiliated with an Organization30分鐘
Read: The Cycle: Executive Summary30分鐘
Read: Selected Blog Posts: Introduction to the Cycle10分鐘
Quiz1 個練習
Introduction to the Cycle4分鐘
2
完成時間(小時)
完成時間為 2 小時

Long-Term Artistic Planning

This week, you will learn the benefits of planning your programs further in advance and learn strategies for planning your organizations programs over a five-year time frame. The Cycle proposes that each organization has a rolling, 3-5 year programming plan that is bold, mission-driven, and occasionally surprising. Further, it asks that each organization's programming is the best example of its kind in its environment that forms the basis for aggressive marketing, successful fundraising, and incremental growth in institutional capacity. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of long-term artistic planning to your organization using the planning activity provided. ...
Reading
10 個視頻(共 79 分鐘), 5 個閱讀材料, 1 個測驗
Video10 個視頻
Watch: Benefits of Long-Term Artistic Planning12分鐘
Watch: Implementing Long-Term Artistic Planning11分鐘
Watch: Frequently Asked Questions: Long-Term Artistic Planning13分鐘
Watch: Case Study: Long-Term Artistic Planning at Dance Place (Washington, DC)2分鐘
Watch: Case Study: Long-Term Artistic Planning at Penumbra Theatre (Saint Paul, Minnesota, USA)12分鐘
Watch: Case Study: Long-Term Artistic Planning at Cornerstone Theater Company (Los Angeles, California)6分鐘
Watch: Case Study: Long-Term Artistic Planning at Is Sanat Concert Hall (Istanbul, Turkey)5分鐘
Watch: Case Study: Long-Term Artistic Planning at Lush Productions (Karachi, Pakistan)3分鐘
Watch: Review of Long-Term Artistic Planning and Preparing for Next Week2分鐘
Reading5 個閱讀材料
Recommended Reading: The Cycle: Chapter One (Pages 6-23)18分鐘
Review: Example 5-Year Program Plan2分鐘
Read: 10 Truths about Artistic Planning2分鐘
Read: Selected Blog Posts: Long-Term Artistic Planning5分鐘
Activity: 5-Year Program Plan10分鐘
Quiz1 個練習
Long-Term Artistic Planning4分鐘
3
完成時間(小時)
完成時間為 2 小時

Institutional Marketing

This week introduces institutional marketing, one of two marketing perspectives that is used to aggressively compete for audience attention and loyalty. Institutional marketing is the creative use of organizational assets to create spikes in awareness, energy, and enthusiasm around an organization, beginning with the presentation of transformational art itself and continuing through activities that heighten awareness about the people, process, and other institutional assets behind that art. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of institutional marketing to your organization using the planning activity provided. ...
Reading
8 個視頻(共 34 分鐘), 5 個閱讀材料, 1 個測驗
Video8 個視頻
Watch: Introduction to Institutional Marketing Part 26分鐘
Watch: Introduction to Institutional Marketing Part 33分鐘
Watch: Introduction to Institutional Marketing Part 41分鐘
Watch: Frequently Asked Questions: Institutional Marketing8分鐘
Watch: Case Study: Institutional Marketing at Dance Place (Washington, DC)2分鐘
Watch: Case Study: Institutional Marketing at Nickelodeon (Columbia, South Carolina, United States)6分鐘
Watch: Review of Institutional Marketing and Preparing for Next Week1分鐘
Reading5 個閱讀材料
Review: Example Institutional Marketing Calendar1分鐘
Recommended Reading: The Cycle: Chapter Three (pages 47-78)32分鐘
Read: 10 Truths About Institutional Marketing2分鐘
Read: Selected Blog Posts: Institutional Marketing10分鐘
Activity: 1-Year Institutional Marketing Calendar10分鐘
Quiz1 個練習
Institutional Marketing4分鐘
4
完成時間(小時)
完成時間為 2 小時

Programmatic Marketing

Programmatic marketing is the second marketing perspective that the Cycle describes. Programmatic marketing can be defined as the tactics used to identify and target potential audiences for each attraction, create awareness and demand, and drive a sale (of tickets, classes, services, or other experiences). Effective programmatic marketing extends beyond the transaction to contextualize each offering, ensure a high-quality experience, and lay the groundwork for a long-term relationship with the buyer. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of programmatic marketing to your organization using the planning activity provided. ...
Reading
9 個視頻(共 34 分鐘), 4 個閱讀材料, 1 個測驗
Video9 個視頻
Watch: Programmatic Marketing Part 2: How Are We Selling It?4分鐘
Watch: Programmatic Marketing Part 3: To Whom Are We Selling?5分鐘
Watch: Programmatic Marketing Part 4: At What Price?3分鐘
Watch: Programmatic Marketing Part 5: With Which Media?4分鐘
Watch: Frequently Asked Questions: Programmatic Marketing5分鐘
Watch: Case Study: Programmatic Marketing at Suzanne Dellal Center (Tel Aviv, Israel)3分鐘
Watch: Case Study: Programmatic Marketing at Ciudad Cultural Konex (Buenos Aires, Argentina)2分鐘
Watch: Review of Programmatic Marketing and Preparing for Next Week1分鐘
Reading4 個閱讀材料
Recommended Reading: The Cycle: Chapter Two (Pages 24-46)23分鐘
Read: 10 Truths for Programmatic Marketing2分鐘
Read: Selected Blog Posts: Programmatic Marketing10分鐘
Activity: Marketing Summary for One Program or Event20分鐘
Quiz1 個練習
Programmatic Marketing4分鐘
4.8
職業方向

50%

完成這些課程後已開始新的職業生涯
工作福利

83%

通過此課程獲得實實在在的工作福利

熱門審閱

創建者 RVMay 20th 2018

The Cycle was an eye-opener in many ways. I always thought Arts Management required more artistic intuition than management knowledge, but this framework gave me a whole new perspective.

創建者 SSSep 2nd 2018

This course is really useful for people related to Art and Culture Management fields, it provides with useful techniques and ideas, particularly regarding marketing and fundraising.

講師

Avatar

Michael M. Kaiser

Founder and Chairman
DeVos Institute of Arts Management at the University of Maryland
Avatar

Brett Egan

President
DeVos Institute of Arts Management at the University of Maryland

關於 University of Maryland, College Park

The University of Maryland is the state's flagship university and one of the nation's preeminent public research universities. A global leader in research, entrepreneurship and innovation, the university is home to more than 37,000 students, 9,000 faculty and staff, and 250 academic programs. Its faculty includes three Nobel laureates, three Pulitzer Prize winners, 47 members of the national academies and scores of Fulbright scholars. The institution has a $1.8 billion operating budget, secures $500 million annually in external research funding and recently completed a $1 billion fundraising campaign. ...

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