The Cycle: Management of Successful Arts and Cultural Organizations
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The Cycle: Management of Successful Arts and Cultural Organizations
University of Maryland, College Park
Informações sobre o curso
4.8
159 ratings
What makes a successful arts and cultural organization? Led by DeVos Institute Chairman Michael M. Kaiser and President Brett Egan, this course will introduce you to a management theory called the Cycle which supports thriving arts and cultural organizations. Learning from our work with managers from over 80 countries around the world, the DeVos Institute developed the Cycle as a simple, but powerful tool to assist managers in their effort to respond to an increasingly complex environment and propel their institutions to excellence.
The Cycle explains how great art and strong marketing can create a family of supporters, who in turn help the organization produce the revenue required to support even more great art the next year. The Institute has seen the Cycle work in performing and presenting organizations, as well as museums, arts schools, and other nonprofit endeavors like service organizations, historical societies, public libraries, university programs, advocacy organizations, botanical gardens, and zoos.
By taking this course, you will learn:
• the importance of bold, exciting, and mission-driven programming in an organization;
• how long-term artistic planning can help an organization produce this work;
• how an organization can aggressively market that programming and the institution behind it to develop a family of supporters - including ticket buyers, board members, donors, trustees and volunteers;
• how an organization can cultivate and steward this family to build a healthy base of earned and contributed income; and
• how an organization can reinvest that income into increasingly ambitious programming year after year.
All course material is available upon enrollment for self-paced learners. New scheduled sessions begin each month.
For more information about the DeVos Institute's work, visit www.DeVosInstitute.umd.edu.
Habilidades que você terá
FundraisingMarketingManagementPlanning
Programa - O que você aprenderá com este curso
1
Seção
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!
14 vídeos (Total de 75 min), 7 leituras, 1 teste
14 videos
Watch: Introduction to the Cycle Part 1 - Two Challenges Facing the Arts4min
Watch: Introduction to the Cycle Part 2 - What makes a healthy organization?4min
Watch: Introduction to the Cycle Part 3 - Example from the Alvin Ailey American Dance Theater12min
Watch: Introduction to the Cycle Part 4 - Family and Conclusion4min
Watch: Frequently Asked Questions: The Cycle6min
Watch: Case Study: Introduction to the Cycle with Dance Place (Washington, DC)3min
Watch: Case Study: Introduction to the Cycle: MACLA/Movimiento de Arte y Cultura Latino Americana (San Jose, California)5min
Watch: Case Study: Introduction to the Cycle at Pregones (New York, New York)10min
Watch: Case Study: Introduction to the Cycle with Mexican Center for Music and Sonic Arts (Morelia, Mexico)2min
Watch: Case Study: Introduction to the Cycle with Anna Lindh Foundation (Alexandria, Egypt)7min
Watch: Case Study: Introduction to the Cycle with the Estonian Philharmonic Chamber Choir (Tallinn, Estonia)2min
Watch: Case Study: Introduction to the Cycle with AS220 (Providence, Rhode Island)4min
Watch: Review of The Cycle and Preparing for Next Week2min
7 leituras
Meet Your Instructors5min
Activity: Introductory Questionnaire5min
Recommended Reading: The Cycle: Introduction (Pages 1-5)5min
Review: The Cycle and Annotated Cycle2min
Optional Activity for Students or Learners Not Affiliated with an Organization30min
Read: The Cycle: Executive Summary30min
Read: Selected Blog Posts: Introduction to the Cycle10min
1 exercício prático
Introduction to the Cycle4min
2
Seção
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.
10 vídeos (Total de 79 min), 5 leituras, 1 teste
10 videos
Watch: Benefits of Long-Term Artistic Planning12min
Watch: Implementing Long-Term Artistic Planning11min
Watch: Frequently Asked Questions: Long-Term Artistic Planning13min
Watch: Case Study: Long-Term Artistic Planning at Dance Place (Washington, DC)2min
Watch: Case Study: Long-Term Artistic Planning at Penumbra Theatre (Saint Paul, Minnesota, USA)12min
Watch: Case Study: Long-Term Artistic Planning at Cornerstone Theater Company (Los Angeles, California)6min
Watch: Case Study: Long-Term Artistic Planning at Is Sanat Concert Hall (Istanbul, Turkey)5min
Watch: Case Study: Long-Term Artistic Planning at Lush Productions (Karachi, Pakistan)3min
Watch: Review of Long-Term Artistic Planning and Preparing for Next Week2min
5 leituras
Recommended Reading: The Cycle: Chapter One (Pages 6-23)18min
Review: Example 5-Year Program Plan2min
Read: 10 Truths about Artistic Planning2min
Read: Selected Blog Posts: Long-Term Artistic Planning5min
Activity: 5-Year Program Plan10min
1 exercício prático
Long-Term Artistic Planning4min
3
Seção
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.
8 vídeos (Total de 34 min), 5 leituras, 1 teste
8 videos
Watch: Introduction to Institutional Marketing Part 26min
Watch: Introduction to Institutional Marketing Part 33min
Watch: Introduction to Institutional Marketing Part 41min
Watch: Frequently Asked Questions: Institutional Marketing8min
Watch: Case Study: Institutional Marketing at Dance Place (Washington, DC)2min
Watch: Case Study: Institutional Marketing at Nickelodeon (Columbia, South Carolina, United States)6min
Watch: Review of Institutional Marketing and Preparing for Next Week1min
5 leituras
Review: Example Institutional Marketing Calendar1min
Recommended Reading: The Cycle: Chapter Three (pages 47-78)32min
Read: 10 Truths About Institutional Marketing2min
Read: Selected Blog Posts: Institutional Marketing10min
Activity: 1-Year Institutional Marketing Calendar10min
1 exercício prático
Institutional Marketing4min
4
Seção
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.
9 vídeos (Total de 34 min), 4 leituras, 1 teste
9 videos
Watch: Programmatic Marketing Part 2: How Are We Selling It?4min
Watch: Programmatic Marketing Part 3: To Whom Are We Selling?5min
Watch: Programmatic Marketing Part 4: At What Price?3min
Watch: Programmatic Marketing Part 5: With Which Media?4min
Watch: Frequently Asked Questions: Programmatic Marketing5min
Watch: Case Study: Programmatic Marketing at Suzanne Dellal Center (Tel Aviv, Israel)3min
Watch: Case Study: Programmatic Marketing at Ciudad Cultural Konex (Buenos Aires, Argentina)2min
Watch: Review of Programmatic Marketing and Preparing for Next Week1min
4 leituras
Recommended Reading: The Cycle: Chapter Two (Pages 24-46)23min
Read: 10 Truths for Programmatic Marketing2min
Read: Selected Blog Posts: Programmatic Marketing10min
Activity: Marketing Summary for One Program or Event20min
1 exercício prático
Programmatic Marketing4min
4.8
50%
83%
Melhores avaliações
por YT•Sep 12th 2017
Really helpful and practical materials. An incredible course, that can save a lot of Arts Organizations! Easy, helpful, deep and useful learning and knowledge!
por KC•Apr 7th 2017
Truly enjoyed this class and the topics covered. Being an Arts Administrator I found it extremely interesting to read and learn about other organizations.
Instrutores
Michael M. Kaiser
Founder and ChairmanDeVos Institute of Arts Management at the University of Maryland
Brett Egan
PresidentDeVos Institute of Arts Management at the University of Maryland
Sobre 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.
Perguntas Frequentes – FAQ
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
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