Arts and Cultural Consumption and Audiences: Certificate course

Further education Arts and Cultural Management at Master level

For cultural institutions, it is essential to cater to the expectations, topic interests and needs of their visitors. Corresponding knowledge about visitor groups, their analysis as well as suitable approaches to strategy formation is therefore indispensable. In the English-language certificate course, cultural professionals can qualify comprehensively for these matters. In the remote-learning course, the students deal with forms and developments of the consumption of cultural goods, analysis and strategy formation for various visitor groups as well as holistic concepts for communication and branding. The certificate is embedded in the Masters programme in Arts and Cultural Management, which is offered in partnership with the Goethe-Institut.

Logo Goethe-Institut ©extern

Next dates: July 31, 2024: Application deadline // October 2024: Next study start

At a glance

Degree: Certificate of Advanced Studies (CAS)
Credit Points: 15
Length of study: 2 semesters
Language: English
Start date: in October
Application deadline: 31 July
Costs: 2.460 EUR plus the current term contribution of 210 EUR
Programme Director: Prof. Dr. Sigrid Bekmeier-Feuerhahn, Prof. Dr. Volker Kirchberg

Order information material

Continuing education Arts & Cultural Consumption and Audiences: Contents

This certificate comprises a total of three modules worth five credit points each, and takes an outward-looking approach to cultural institutions. The focus is on visitors and their expectations, and aspects such as communication and branding:

  • Theories of Arts Consumption / Reception / Experience
  • Audience Development
  • Communication & Branding strategies

More information about the study content

English certificate course Arts and Cultural Consumption and Audiences ©Goethe-Institut/Loredana La Rocca
English certificate course Arts and Cultural Consumption and Audiences

Continuing Education Arts and Cultural Consumption and Audiences: Course of Study

Distance-learning cultural management programme

A focus of the programme are case studies and projects in which you develop solutions to real scenarios in global practice. This way you also get the opportunity to raise and explore issues from your everyday work. Students are therefore not just students but also share their knowledge of practice with others on the course.

Discussions, group work and interdisciplinary projects further promote the exchange of knowledge. Teaching staff with experience in international roles and experienced culture managers for example from the Goethe-Institut will provide valuable practical insights.

The degree for your certificate programme

You can choose whether you want to take exams as part of the certificate programme and thus acquire a university certificate and proof of credit points at the end. If you don't want to take any exams you can also receive a certificate of attendance at the end.

Good reasons for the certificate programme

  • Extra-occupational further education on master level
  • Exchange with fellow students from all over the world
  • Network of internationally experienced lecturers from science and practice
  • practice-oriented qualification on a part-time basis
  • current topics and challenges in cultural management
  • innovative online didactics
  • Only two semesters
  • High flexibility in terms of time and place
  • Strong partner Goethe-Institut with comprehensive expertise in international cultural management
  • Personal advice and support

Offers for prospective students

If you are interested in the Arts and Cultural Consumption and Audiences certificate but still have questions, please feel free to arrange a personal counselling interview or take advantage of one of our other information and counselling services:

Application: Your path to the certificate Arts and Cultural Consumption and Audiences

The Arts and Cultural Consumption and Audiences certificate programme begins in the winter semester of each year in October. Applications are possible until July 31 of each year.

In addition, it is possible to take individual modules and have them subsequently credited to the certificate programme. You can apply for the individual modules until the respective module start date.

You must meet the following admission requirements to enroll in the certificate programme:

  • a university degree and at least two years of professional experience in the field of arts management OR at least five years of professional experience if no university degree is available
  • advanced English language skills


Start your application now

Contact & Advising


Christian Holst
Universitätsallee 1, C6.217
21335 Lüneburg
Fon +49.4131.677-2534


Sabine Engel
Universitätsallee 1, C6.217
21335 Lüneburg
Fon +49.4131.677-1858

E-mail contact

Please feel free to contact the team of the study programme via or the team of our cooperation partner via