This class is the second part of a required two-course sequence in AAD introducing students to practical and theoretical issues shaping relationships between marketing, media, and communication in arts and culture sector work. While emphasizing current concerns with digital culture and emergent technologies, we will explore the historical arc of practices and strategies constituting marketing, design, and the deployment of myriad technologies for arts and culture marketing.

Taking on marketing approaches, communications strategies, delivery technologies, creative tools, and archiving mechanisms, we will read widely and discuss critically the issues central to arts management across varying contexts. We will also develop and refine skills in marketing and communication through hands-on projects that synthesize readings and tools, while visits by professionals across a range of settings will give us opportunity for mentorship and advice.

The goal is for us to move through these resources toward praxis―the translation of idea into action―preparing us to work effectively and efficiently with media in the arts and culture sectors. For this second course in the sequence, such preparation will manifest in a robust marketing plan based on a visual brand you created in the fall term. This plan will take into account “traditional” channels for marketing as well as web-based opportunities and emergent social channels.