课程信息
4.8
168 个评分
52 个审阅
100% online

100% online

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为11 小时

建议:6 weeks of study, 1-2 hours/ week...
可选语言

英语(English)

字幕:英语(English)...

您将获得的技能

FundraisingManagementMarketingPlanning
100% online

100% online

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为11 小时

建议:6 weeks of study, 1-2 hours/ week...
可选语言

英语(English)

字幕:英语(English)...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 3 小时

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 个视频(共 75 分钟), 7 个阅读材料, 1 个测验
Video14 个视频
Watch: Introduction to the Cycle Part 1 - Two Challenges Facing the Arts4分钟
Watch: Introduction to the Cycle Part 2 - What makes a healthy organization?4分钟
Watch: Introduction to the Cycle Part 3 - Example from the Alvin Ailey American Dance Theater12分钟
Watch: Introduction to the Cycle Part 4 - Family and Conclusion4分钟
Watch: Frequently Asked Questions: The Cycle6分钟
Watch: Case Study: Introduction to the Cycle with Dance Place (Washington, DC)3分钟
Watch: Case Study: Introduction to the Cycle: MACLA/Movimiento de Arte y Cultura Latino Americana (San Jose, California)5分钟
Watch: Case Study: Introduction to the Cycle at Pregones (New York, New York)10分钟
Watch: Case Study: Introduction to the Cycle with Mexican Center for Music and Sonic Arts (Morelia, Mexico)2分钟
Watch: Case Study: Introduction to the Cycle with Anna Lindh Foundation (Alexandria, Egypt)7分钟
Watch: Case Study: Introduction to the Cycle with the Estonian Philharmonic Chamber Choir (Tallinn, Estonia)2分钟
Watch: Case Study: Introduction to the Cycle with AS220 (Providence, Rhode Island)4分钟
Watch: Review of The Cycle and Preparing for Next Week2分钟
Reading7 个阅读材料
Meet Your Instructors5分钟
Activity: Introductory Questionnaire5分钟
Recommended Reading: The Cycle: Introduction (Pages 1-5)5分钟
Review: The Cycle and Annotated Cycle2分钟
Optional Activity for Students or Learners Not Affiliated with an Organization30分钟
Read: The Cycle: Executive Summary30分钟
Read: Selected Blog Posts: Introduction to the Cycle10分钟
Quiz1 个练习
Introduction to the Cycle4分钟
2
完成时间(小时)
完成时间为 2 小时

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 个视频(共 79 分钟), 5 个阅读材料, 1 个测验
Video10 个视频
Watch: Benefits of Long-Term Artistic Planning12分钟
Watch: Implementing Long-Term Artistic Planning11分钟
Watch: Frequently Asked Questions: Long-Term Artistic Planning13分钟
Watch: Case Study: Long-Term Artistic Planning at Dance Place (Washington, DC)2分钟
Watch: Case Study: Long-Term Artistic Planning at Penumbra Theatre (Saint Paul, Minnesota, USA)12分钟
Watch: Case Study: Long-Term Artistic Planning at Cornerstone Theater Company (Los Angeles, California)6分钟
Watch: Case Study: Long-Term Artistic Planning at Is Sanat Concert Hall (Istanbul, Turkey)5分钟
Watch: Case Study: Long-Term Artistic Planning at Lush Productions (Karachi, Pakistan)3分钟
Watch: Review of Long-Term Artistic Planning and Preparing for Next Week2分钟
Reading5 个阅读材料
Recommended Reading: The Cycle: Chapter One (Pages 6-23)18分钟
Review: Example 5-Year Program Plan2分钟
Read: 10 Truths about Artistic Planning2分钟
Read: Selected Blog Posts: Long-Term Artistic Planning5分钟
Activity: 5-Year Program Plan10分钟
Quiz1 个练习
Long-Term Artistic Planning4分钟
3
完成时间(小时)
完成时间为 2 小时

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 个视频(共 34 分钟), 5 个阅读材料, 1 个测验
Video8 个视频
Watch: Introduction to Institutional Marketing Part 26分钟
Watch: Introduction to Institutional Marketing Part 33分钟
Watch: Introduction to Institutional Marketing Part 41分钟
Watch: Frequently Asked Questions: Institutional Marketing8分钟
Watch: Case Study: Institutional Marketing at Dance Place (Washington, DC)2分钟
Watch: Case Study: Institutional Marketing at Nickelodeon (Columbia, South Carolina, United States)6分钟
Watch: Review of Institutional Marketing and Preparing for Next Week1分钟
Reading5 个阅读材料
Review: Example Institutional Marketing Calendar1分钟
Recommended Reading: The Cycle: Chapter Three (pages 47-78)32分钟
Read: 10 Truths About Institutional Marketing2分钟
Read: Selected Blog Posts: Institutional Marketing10分钟
Activity: 1-Year Institutional Marketing Calendar10分钟
Quiz1 个练习
Institutional Marketing4分钟
4
完成时间(小时)
完成时间为 2 小时

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 个视频(共 34 分钟), 4 个阅读材料, 1 个测验
Video9 个视频
Watch: Programmatic Marketing Part 2: How Are We Selling It?4分钟
Watch: Programmatic Marketing Part 3: To Whom Are We Selling?5分钟
Watch: Programmatic Marketing Part 4: At What Price?3分钟
Watch: Programmatic Marketing Part 5: With Which Media?4分钟
Watch: Frequently Asked Questions: Programmatic Marketing5分钟
Watch: Case Study: Programmatic Marketing at Suzanne Dellal Center (Tel Aviv, Israel)3分钟
Watch: Case Study: Programmatic Marketing at Ciudad Cultural Konex (Buenos Aires, Argentina)2分钟
Watch: Review of Programmatic Marketing and Preparing for Next Week1分钟
Reading4 个阅读材料
Recommended Reading: The Cycle: Chapter Two (Pages 24-46)23分钟
Read: 10 Truths for Programmatic Marketing2分钟
Read: Selected Blog Posts: Programmatic Marketing10分钟
Activity: Marketing Summary for One Program or Event20分钟
Quiz1 个练习
Programmatic Marketing4分钟
4.8
52 个审阅Chevron Right
职业方向

50%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 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.

创建者 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.

讲师

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

关于 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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