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17,000 registrations for Culture Management MOOC

03/09/2015 17,000 cultural managers from 170 countries are participating in the new free online course “Managing the Arts: Marketing for Cultural Organizations,” which was developed by the Goethe-Institut in cooperation with Leuphana Digital School. The first phase of the course began at the end of February.

Lüneburg. The online course is directed toward those who would like to professionally establish themselves in the field of arts and culture. Participants can both learn about the theory of cultural management and work on practical case scenarios within the course’s online platform. Core issues include: What is the relationship between culture and marketing? What does industrialization mean for local cultures? How can cultural organizations deal with the challenges of digitalization? This online offering has received worldwide interest that surpassed all expectations. Most registrants come from Germany (2,300), Russia (1,400) and Brazil (1,000). In Asia, China (400), India (250) and the Philippines (200) are strongly represented; other countries with a significant number of registrants include Egypt (250), Tunisia (200) and Nigeria (100).

The first phase of the course covers the topic “Cultural Economy.” Participants work together in small interdisciplinary groups to find solutions for practical scenarios. The core of the curriculum are specially-designed case scenarios from cultural institutions in Bangkok, Berlin, Budapest and Lagos. Cultural managers from each of these locations talk about their work in cultural marketing, project management, audience building, sustainability, digitalization and financing in video interviews that were produced for the course. Over 70 video lectures from international experts such as Chris Dercon, Director of Tate Modern in London, and Birgit Mandel from the University of Hildesheim are also provided. Experienced mentors support the work groups individually and give valuable feedback for each assignment.

Leuphana Digital School has put their concept of Mentored Open Online Courses to practice since 2012. Courses by Leuphana Digital School are based on collaborative, project-based learning in which all participants receive individual support. This approach encourages academic exchange within the learning community and ensures an effective learning experience.

Further information about MOOC “Managing the Arts: Marketing for Cultural Organizations” and the press kit can be found at:

The Mentored Open Online Course “Managing the Arts: Marketing for Cultural Organizations” is a project of the Goethe-Institut and Leuphana Digital School, with technical support from candena GmbH. The project is funded by Alumniportal Deutschland.

The Goethe-Institut is the Federal Republic of Germany’s cultural institute, active worldwide. They promote the study of German language abroad and encourage international cultural exchange. The Goethe-Institut currently maintains 160 branches around the world.