Об этом курсе
4.8
Оценки: 168
Рецензии: 52
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Начальный уровень

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Часов на завершение

Прибл. 11 часа на выполнение

Предполагаемая нагрузка: 6 weeks of study, 1-2 hours/ week...
Доступные языки

Английский

Субтитры: Английский...

Приобретаемые навыки

FundraisingManagementMarketingPlanning
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Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Начальный уровень

Начальный уровень

Часов на завершение

Прибл. 11 часа на выполнение

Предполагаемая нагрузка: 6 weeks of study, 1-2 hours/ week...
Доступные языки

Английский

Субтитры: Английский...

Программа курса: что вы изучите

Неделя
1
Часов на завершение
3 ч. на завершение

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 видео (всего 75 мин.), 7 материалов для самостоятельного изучения, 1 тест
Video14 видео
Watch: Introduction to the Cycle Part 1 - Two Challenges Facing the Arts4мин
Watch: Introduction to the Cycle Part 2 - What makes a healthy organization?4мин
Watch: Introduction to the Cycle Part 3 - Example from the Alvin Ailey American Dance Theater12мин
Watch: Introduction to the Cycle Part 4 - Family and Conclusion4мин
Watch: Frequently Asked Questions: The Cycle6мин
Watch: Case Study: Introduction to the Cycle with Dance Place (Washington, DC)3мин
Watch: Case Study: Introduction to the Cycle: MACLA/Movimiento de Arte y Cultura Latino Americana (San Jose, California)5мин
Watch: Case Study: Introduction to the Cycle at Pregones (New York, New York)10мин
Watch: Case Study: Introduction to the Cycle with Mexican Center for Music and Sonic Arts (Morelia, Mexico)2мин
Watch: Case Study: Introduction to the Cycle with Anna Lindh Foundation (Alexandria, Egypt)7мин
Watch: Case Study: Introduction to the Cycle with the Estonian Philharmonic Chamber Choir (Tallinn, Estonia)2мин
Watch: Case Study: Introduction to the Cycle with AS220 (Providence, Rhode Island)4мин
Watch: Review of The Cycle and Preparing for Next Week2мин
Reading7 материала для самостоятельного изучения
Meet Your Instructors5мин
Activity: Introductory Questionnaire5мин
Recommended Reading: The Cycle: Introduction (Pages 1-5)5мин
Review: The Cycle and Annotated Cycle2мин
Optional Activity for Students or Learners Not Affiliated with an Organization30мин
Read: The Cycle: Executive Summary30мин
Read: Selected Blog Posts: Introduction to the Cycle10мин
Quiz1 практического упражнения
Introduction to the Cycle4мин
Неделя
2
Часов на завершение
2 ч. на завершение

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 видео (всего 79 мин.), 5 материалов для самостоятельного изучения, 1 тест
Video10 видео
Watch: Benefits of Long-Term Artistic Planning12мин
Watch: Implementing Long-Term Artistic Planning11мин
Watch: Frequently Asked Questions: Long-Term Artistic Planning13мин
Watch: Case Study: Long-Term Artistic Planning at Dance Place (Washington, DC)2мин
Watch: Case Study: Long-Term Artistic Planning at Penumbra Theatre (Saint Paul, Minnesota, USA)12мин
Watch: Case Study: Long-Term Artistic Planning at Cornerstone Theater Company (Los Angeles, California)6мин
Watch: Case Study: Long-Term Artistic Planning at Is Sanat Concert Hall (Istanbul, Turkey)5мин
Watch: Case Study: Long-Term Artistic Planning at Lush Productions (Karachi, Pakistan)3мин
Watch: Review of Long-Term Artistic Planning and Preparing for Next Week2мин
Reading5 материала для самостоятельного изучения
Recommended Reading: The Cycle: Chapter One (Pages 6-23)18мин
Review: Example 5-Year Program Plan2мин
Read: 10 Truths about Artistic Planning2мин
Read: Selected Blog Posts: Long-Term Artistic Planning5мин
Activity: 5-Year Program Plan10мин
Quiz1 практического упражнения
Long-Term Artistic Planning4мин
Неделя
3
Часов на завершение
2 ч. на завершение

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 видео (всего 34 мин.), 5 материалов для самостоятельного изучения, 1 тест
Video8 видео
Watch: Introduction to Institutional Marketing Part 26мин
Watch: Introduction to Institutional Marketing Part 33мин
Watch: Introduction to Institutional Marketing Part 41мин
Watch: Frequently Asked Questions: Institutional Marketing8мин
Watch: Case Study: Institutional Marketing at Dance Place (Washington, DC)2мин
Watch: Case Study: Institutional Marketing at Nickelodeon (Columbia, South Carolina, United States)6мин
Watch: Review of Institutional Marketing and Preparing for Next Week1мин
Reading5 материала для самостоятельного изучения
Review: Example Institutional Marketing Calendar1мин
Recommended Reading: The Cycle: Chapter Three (pages 47-78)32мин
Read: 10 Truths About Institutional Marketing2мин
Read: Selected Blog Posts: Institutional Marketing10мин
Activity: 1-Year Institutional Marketing Calendar10мин
Quiz1 практического упражнения
Institutional Marketing4мин
Неделя
4
Часов на завершение
2 ч. на завершение

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 видео (всего 34 мин.), 4 материалов для самостоятельного изучения, 1 тест
Video9 видео
Watch: Programmatic Marketing Part 2: How Are We Selling It?4мин
Watch: Programmatic Marketing Part 3: To Whom Are We Selling?5мин
Watch: Programmatic Marketing Part 4: At What Price?3мин
Watch: Programmatic Marketing Part 5: With Which Media?4мин
Watch: Frequently Asked Questions: Programmatic Marketing5мин
Watch: Case Study: Programmatic Marketing at Suzanne Dellal Center (Tel Aviv, Israel)3мин
Watch: Case Study: Programmatic Marketing at Ciudad Cultural Konex (Buenos Aires, Argentina)2мин
Watch: Review of Programmatic Marketing and Preparing for Next Week1мин
Reading4 материала для самостоятельного изучения
Recommended Reading: The Cycle: Chapter Two (Pages 24-46)23мин
Read: 10 Truths for Programmatic Marketing2мин
Read: Selected Blog Posts: Programmatic Marketing10мин
Activity: Marketing Summary for One Program or Event20мин
Quiz1 практического упражнения
Programmatic Marketing4мин
4.8
Рецензии: 52Chevron Right
Формирование карьерного пути

50%

начал новую карьеру, пройдя эти курсы
Карьерные преимущества

83%

получил значимые преимущества в карьере благодаря этому курсу

Лучшие рецензии

автор: 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.

автор: 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.

Преподавателя

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

О 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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