Feb 19th 2015

Managing the Arts: Marketing for Cultural Organizations (Leuphana)

In this MOOC, participants learn about challenges for cultural managers, acquire marketing and management skills and gain direct insights into four contemporary arts organizations, while sharing their ideas with an international learning community.

This Mentored Open Online Course offered by the Goethe-Institut in cooperation with Leuphana Digital School aims at addressing contemporary challenges facing cultural managers around the world; tasked with running complex organizations, having to strategically build audiences and communicate effectively against digital competitors – all are means to a single end: Enabling high quality art experiences with a meaningful impact. Participants in this MOOC learn about these contemporary challenges and acquire hands-on marketing and management skills.

While receiving continuous input from scholars and practitioners from institutions such as the Erasmus University Rotterdam, the University of Vienna, the Dutch Art Institute, the University of Hildesheim and the Budapest Observatory, participants will gain direct insights into four real-life arts organizations: The Centre for Contemporary Art in Lagos, Tráfo House of Contemporary Arts Budapest, the Bangkok Art & Culture Centre, and HAU Hebbel am Ufer in Berlin.

The course is structured as follows:

Intro Stage | Dynamics of Innovation: Define the potential of the subject, its challenges and benefits.

Phase 1 | The cultural economy: Markets and marketing for cultural organizations

Phase 2 | Mapping the terrain: Art organizations and cultural institutions in context

Phase 3 | Enabling creativity: Marketing cultural projects and managing artistic processes

Phase 4 | Reaching across the fourth wall: Building audience relationships

Phase 5 | Emerging Identities: Co-creating and shaping digital brands

Phase 6 | Curating strategies: Artistic practices and sustainability

Developed by the Goethe-Institut in cooperation with Leuphana Digital School, the Mentored Open Online Course (MOOC) is available for interdisciplinary further training of (aspiring) cultural managers worldwide. There are no prerequisites.

After successful completion of the course, participants may obtain a university certificate worth 5 Credit Points (ECTS), which they may transfer towards their own degree program. For the certificate, a nominal handling fee of EUR 20,- is charged via PayPal.