Informações sobre o curso
4.8
171 classificações
53 avaliações
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100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 11 horas para completar

Sugerido: 6 weeks of study, 1-2 hours/ week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Habilidades que você terá

FundraisingManagementMarketingPlanning
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 11 horas para completar

Sugerido: 6 weeks of study, 1-2 hours/ week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
3 horas para concluir

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 videos (Total 75 min), 7 leituras, 1 teste
Video14 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
Reading7 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
Quiz1 exercício prático
Introduction to the Cycle4min
Semana
2
Horas para completar
2 horas para concluir

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 videos (Total 79 min), 5 leituras, 1 teste
Video10 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
Reading5 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
Quiz1 exercício prático
Long-Term Artistic Planning4min
Semana
3
Horas para completar
2 horas para concluir

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 videos (Total 34 min), 5 leituras, 1 teste
Video8 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
Reading5 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
Quiz1 exercício prático
Institutional Marketing4min
Semana
4
Horas para completar
2 horas para concluir

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 videos (Total 34 min), 4 leituras, 1 teste
Video9 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
Reading4 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
Quiz1 exercício prático
Programmatic Marketing4min
4.8
53 avaliaçõesChevron Right
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Benefício de carreira

83%

consegui um benefício significativo de carreira com este curso

Melhores avaliações

por 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.

por 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.

Instrutores

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Michael M. Kaiser

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

President
DeVos 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. ...

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