Arts and Cultural Consumption and Audiences: Certificate course

In this basic module, you will deal with the conditions, forms and developments of the consumption of cultural goods and services. You will learn to evaluate these especially against the background of transformative social processes. You will also gain a comprehensive overview of the expectations and behaviour of different visitor groups.

Lecturer: Dr. Steven Hadley
Dates: Annual (Nov - Dec), exact dates on request

Course content

• Introduction to key terms and concepts
• Arts consumers and marketing
• Prosumption and the arts experience
• Transformational social processes and the arts

Learning outcomes and competencies

• Understand arts consumption, reception and experience through different theoretical lenses
• Consider how people experience the arts differently from one another and how this can affect artistic programming and management
• Identify and assess some key tools and techniques of marketing and audience development for arts organisations
• Understand how arts initiatives can catalyse and support positive change, and the utilitarianism vs arts for arts sake debate
• Relate and describe conceptual marketing approaches to real world scenarios within arts organisations
• Relate concepts about arts consumption, reception and experience to issues explored in other modules, such as cultural policy, audience development and strategic decision-making

This module addresses the analysis and strategy building for different visitor groups. At the end you will be able to distinguish and analyse relevant target groups for cultural offers. You will also learn about the different levels and possibilities of addressing visitors when developing cultural offers.

Lecturer: Dr. Steven Hadley
Dates: Annual (Feb - Mar), exact dates on request

Course content

• The discourse of audience development – what is it?
• Understanding the audience: motivations for, and barriers to, arts consumption
• The limitations of audience development
• Understanding the democratic dilemma of audience development

Learning outcomes and competencies

• Define and categorize the different goals of audience development
• Realize the difference between an arts management orientation and a cultural policy orientation
• Situate audience development in a range of democratic policy contexts
• Gain knowledge about behaviours, motivations and barriers in arts consumption in different population groups
• Understand how the characteristics of the arts demand a mediation approach in arts marketing and audience development
• Analyse how audience development functions at the level of ideology
• Understanding the democratic dilemma of audience development

This module focuses on holistic concepts of communication and branding (both digital and analogue). At the end of the module you will have an overview of the most important principles in translating a corporate identity into holistic communication formats. This will also enable you to develop your own campaigns based on integrated communication.

Lecturer: Christian Holst
Dates: Annual (June - August), exact dates on request

Course content

• Introduction: defining principles of communication and branding for the arts
• Branding strategies: analysing and learning from branding strategies
• Integrated Marketing Communications: principles of communicating with your audience on different platforms
• Assignment: developing and reflecting approaches for branding and communication campaigns

Learning outcomes and competencies

• Define the requirements for a holistic branding on both, analogue and digital, levels
• Develop own branding concepts
• Define and apply principles for the implementation of a Corporate Identity
• Analyse branding strategies
• Analyse the conditions for integrated marketing campaigns
• Understand and explore the principles of digital communication
• Develop own campaigns, using the approach of integrated marketing communications