À propos de ce cours
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Niveau débutant

Approx. 11 heures pour terminer

Recommandé : 6 weeks of study, 1-2 hours/ week...

Anglais

Sous-titres : Anglais

Compétences que vous acquerrez

FundraisingManagementMarketingPlanning

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.

Niveau débutant

Approx. 11 heures pour terminer

Recommandé : 6 weeks of study, 1-2 hours/ week...

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
3 heures pour terminer

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 vidéos (Total 75 min), 7 lectures, 1 quiz
14 vidéos
Watch: Introduction to the Cycle Part 1 - Two Challenges Facing the Arts4 min
Watch: Introduction to the Cycle Part 2 - What makes a healthy organization?4 min
Watch: Introduction to the Cycle Part 3 - Example from the Alvin Ailey American Dance Theater12 min
Watch: Introduction to the Cycle Part 4 - Family and Conclusion4 min
Watch: Frequently Asked Questions: The Cycle6 min
Watch: Case Study: Introduction to the Cycle with Dance Place (Washington, DC)3 min
Watch: Case Study: Introduction to the Cycle: MACLA/Movimiento de Arte y Cultura Latino Americana (San Jose, California)5 min
Watch: Case Study: Introduction to the Cycle at Pregones (New York, New York)10 min
Watch: Case Study: Introduction to the Cycle with Mexican Center for Music and Sonic Arts (Morelia, Mexico)2 min
Watch: Case Study: Introduction to the Cycle with Anna Lindh Foundation (Alexandria, Egypt)7 min
Watch: Case Study: Introduction to the Cycle with the Estonian Philharmonic Chamber Choir (Tallinn, Estonia)2 min
Watch: Case Study: Introduction to the Cycle with AS220 (Providence, Rhode Island)4 min
Watch: Review of The Cycle and Preparing for Next Week2 min
7 lectures
Meet Your Instructors5 min
Activity: Introductory Questionnaire5 min
Recommended Reading: The Cycle: Introduction (Pages 1-5)5 min
Review: The Cycle and Annotated Cycle2 min
Optional Activity for Students or Learners Not Affiliated with an Organization30 min
Read: The Cycle: Executive Summary30 min
Read: Selected Blog Posts: Introduction to the Cycle10 min
1 exercices pour s'entraîner
Introduction to the Cycle4 min
Semaine
2
2 heures pour terminer

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 vidéos (Total 79 min), 5 lectures, 1 quiz
10 vidéos
Watch: Benefits of Long-Term Artistic Planning12 min
Watch: Implementing Long-Term Artistic Planning11 min
Watch: Frequently Asked Questions: Long-Term Artistic Planning13 min
Watch: Case Study: Long-Term Artistic Planning at Dance Place (Washington, DC)2 min
Watch: Case Study: Long-Term Artistic Planning at Penumbra Theatre (Saint Paul, Minnesota, USA)12 min
Watch: Case Study: Long-Term Artistic Planning at Cornerstone Theater Company (Los Angeles, California)6 min
Watch: Case Study: Long-Term Artistic Planning at Is Sanat Concert Hall (Istanbul, Turkey)5 min
Watch: Case Study: Long-Term Artistic Planning at Lush Productions (Karachi, Pakistan)3 min
Watch: Review of Long-Term Artistic Planning and Preparing for Next Week2 min
5 lectures
Recommended Reading: The Cycle: Chapter One (Pages 6-23)18 min
Review: Example 5-Year Program Plan2 min
Read: 10 Truths about Artistic Planning2 min
Read: Selected Blog Posts: Long-Term Artistic Planning5 min
Activity: 5-Year Program Plan10 min
1 exercices pour s'entraîner
Long-Term Artistic Planning4 min
Semaine
3
2 heures pour terminer

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 vidéos (Total 34 min), 5 lectures, 1 quiz
8 vidéos
Watch: Introduction to Institutional Marketing Part 26 min
Watch: Introduction to Institutional Marketing Part 33 min
Watch: Introduction to Institutional Marketing Part 41 min
Watch: Frequently Asked Questions: Institutional Marketing8 min
Watch: Case Study: Institutional Marketing at Dance Place (Washington, DC)2 min
Watch: Case Study: Institutional Marketing at Nickelodeon (Columbia, South Carolina, United States)6 min
Watch: Review of Institutional Marketing and Preparing for Next Week1 min
5 lectures
Review: Example Institutional Marketing Calendar1 min
Recommended Reading: The Cycle: Chapter Three (pages 47-78)32 min
Read: 10 Truths About Institutional Marketing2 min
Read: Selected Blog Posts: Institutional Marketing10 min
Activity: 1-Year Institutional Marketing Calendar10 min
1 exercices pour s'entraîner
Institutional Marketing4 min
Semaine
4
2 heures pour terminer

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 vidéos (Total 34 min), 4 lectures, 1 quiz
9 vidéos
Watch: Programmatic Marketing Part 2: How Are We Selling It?4 min
Watch: Programmatic Marketing Part 3: To Whom Are We Selling?5 min
Watch: Programmatic Marketing Part 4: At What Price?3 min
Watch: Programmatic Marketing Part 5: With Which Media?4 min
Watch: Frequently Asked Questions: Programmatic Marketing5 min
Watch: Case Study: Programmatic Marketing at Suzanne Dellal Center (Tel Aviv, Israel)3 min
Watch: Case Study: Programmatic Marketing at Ciudad Cultural Konex (Buenos Aires, Argentina)2 min
Watch: Review of Programmatic Marketing and Preparing for Next Week1 min
4 lectures
Recommended Reading: The Cycle: Chapter Two (Pages 24-46)23 min
Read: 10 Truths for Programmatic Marketing2 min
Read: Selected Blog Posts: Programmatic Marketing10 min
Activity: Marketing Summary for One Program or Event20 min
1 exercices pour s'entraîner
Programmatic Marketing4 min
4.8
61 avisChevron Right

56%

a commencé une nouvelle carrière après avoir terminé ces cours

41%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

11%

a obtenu une augmentation de salaire ou une promotion

Principaux examens pour The Cycle: Management of Successful Arts and Cultural Organizations

par 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.

par 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.

Enseignants

Avatar

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

À propos de Université du 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. ...

Foire Aux Questions

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