The Cycle: Management of Successful Arts and Cultural Organizations
ofrecido por
The Cycle: Management of Successful Arts and Cultural Organizations
University of Maryland, College Park
Acerca de este Curso
4.8
167 calificaciones
What makes a successful arts and cultural organization? Led by DeVos Institute Chairman Michael M. Kaiser and President Brett Egan, this course will introduce you to a management theory called the Cycle which supports thriving arts and cultural organizations. Learning from our work with managers from over 80 countries around the world, the DeVos Institute developed the Cycle as a simple, but powerful tool to assist managers in their effort to respond to an increasingly complex environment and propel their institutions to excellence.
The Cycle explains how great art and strong marketing can create a family of supporters, who in turn help the organization produce the revenue required to support even more great art the next year. The Institute has seen the Cycle work in performing and presenting organizations, as well as museums, arts schools, and other nonprofit endeavors like service organizations, historical societies, public libraries, university programs, advocacy organizations, botanical gardens, and zoos.
By taking this course, you will learn:
• the importance of bold, exciting, and mission-driven programming in an organization;
• how long-term artistic planning can help an organization produce this work;
• how an organization can aggressively market that programming and the institution behind it to develop a family of supporters - including ticket buyers, board members, donors, trustees and volunteers;
• how an organization can cultivate and steward this family to build a healthy base of earned and contributed income; and
• how an organization can reinvest that income into increasingly ambitious programming year after year.
All course material is available upon enrollment for self-paced learners. New scheduled sessions begin each month.
For more information about the DeVos Institute's work, visit www.DeVosInstitute.umd.edu.
Habilidades que obtendrás
FundraisingManagementMarketingPlanning
Programa - Qué aprenderás en este curso
1
Sección
Introduction to the Cycle
Welcome! This first week you will be introduced to the course structure and learn the key principles of the Cycle, a management theory which supports thriving arts and cultural organizations and which serves as the framework for the course. The Cycle proposes that: When bold art is marketed aggressively, an organization attracts a family of energized ticket-buyers and patrons. The income produced by this family is reinvested in more art that, when marketed well, builds a larger, even more diverse family. When this cycle repeats year after year, the organization incrementally and sustainably builds capacity, presence, and health. Following the introductory lectures, you will learn more about the Cycle by reading the executive summary, reviewing answers to frequently asked questions, and completing an introductory quiz. As a reminder, if you are taking this course as a student or enthusiast not affiliated with a specific organization, we recommend you select an organization of your choosing to reference as you make your way through the course!
14 videos (Total: 75 min), 7 readings, 1 quiz
14 videos
Watch: Introduction to the Cycle Part 1 - Two Challenges Facing the Arts4m
Watch: Introduction to the Cycle Part 2 - What makes a healthy organization?4m
Watch: Introduction to the Cycle Part 3 - Example from the Alvin Ailey American Dance Theater12m
Watch: Introduction to the Cycle Part 4 - Family and Conclusion4m
Watch: Frequently Asked Questions: The Cycle6m
Watch: Case Study: Introduction to the Cycle with Dance Place (Washington, DC)3m
Watch: Case Study: Introduction to the Cycle: MACLA/Movimiento de Arte y Cultura Latino Americana (San Jose, California)5m
Watch: Case Study: Introduction to the Cycle at Pregones (New York, New York)10m
Watch: Case Study: Introduction to the Cycle with Mexican Center for Music and Sonic Arts (Morelia, Mexico)2m
Watch: Case Study: Introduction to the Cycle with Anna Lindh Foundation (Alexandria, Egypt)7m
Watch: Case Study: Introduction to the Cycle with the Estonian Philharmonic Chamber Choir (Tallinn, Estonia)2m
Watch: Case Study: Introduction to the Cycle with AS220 (Providence, Rhode Island)4m
Watch: Review of The Cycle and Preparing for Next Week2m
7 lecturas
Meet Your Instructors5m
Activity: Introductory Questionnaire5m
Recommended Reading: The Cycle: Introduction (Pages 1-5)5m
Review: The Cycle and Annotated Cycle2m
Optional Activity for Students or Learners Not Affiliated with an Organization30m
Read: The Cycle: Executive Summary30m
Read: Selected Blog Posts: Introduction to the Cycle10m
1 ejercicio de práctica
Introduction to the Cycle4m
2
Sección
Long-Term Artistic Planning
This week, you will learn the benefits of planning your programs further in advance and learn strategies for planning your organizations programs over a five-year time frame. The Cycle proposes that each organization has a rolling, 3-5 year programming plan that is bold, mission-driven, and occasionally surprising. Further, it asks that each organization's programming is the best example of its kind in its environment that forms the basis for aggressive marketing, successful fundraising, and incremental growth in institutional capacity. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of long-term artistic planning to your organization using the planning activity provided.
10 videos (Total: 79 min), 5 readings, 1 quiz
10 videos
Watch: Benefits of Long-Term Artistic Planning12m
Watch: Implementing Long-Term Artistic Planning11m
Watch: Frequently Asked Questions: Long-Term Artistic Planning13m
Watch: Case Study: Long-Term Artistic Planning at Dance Place (Washington, DC)2m
Watch: Case Study: Long-Term Artistic Planning at Penumbra Theatre (Saint Paul, Minnesota, USA)12m
Watch: Case Study: Long-Term Artistic Planning at Cornerstone Theater Company (Los Angeles, California)6m
Watch: Case Study: Long-Term Artistic Planning at Is Sanat Concert Hall (Istanbul, Turkey)5m
Watch: Case Study: Long-Term Artistic Planning at Lush Productions (Karachi, Pakistan)3m
Watch: Review of Long-Term Artistic Planning and Preparing for Next Week2m
5 lecturas
Recommended Reading: The Cycle: Chapter One (Pages 6-23)18m
Review: Example 5-Year Program Plan2m
Read: 10 Truths about Artistic Planning2m
Read: Selected Blog Posts: Long-Term Artistic Planning5m
Activity: 5-Year Program Plan10m
1 ejercicio de práctica
Long-Term Artistic Planning4m
3
Sección
Institutional Marketing
This week introduces institutional marketing, one of two marketing perspectives that is used to aggressively compete for audience attention and loyalty. Institutional marketing is the creative use of organizational assets to create spikes in awareness, energy, and enthusiasm around an organization, beginning with the presentation of transformational art itself and continuing through activities that heighten awareness about the people, process, and other institutional assets behind that art. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of institutional marketing to your organization using the planning activity provided.
8 videos (Total: 34 min), 5 readings, 1 quiz
8 videos
Watch: Introduction to Institutional Marketing Part 26m
Watch: Introduction to Institutional Marketing Part 33m
Watch: Introduction to Institutional Marketing Part 41m
Watch: Frequently Asked Questions: Institutional Marketing8m
Watch: Case Study: Institutional Marketing at Dance Place (Washington, DC)2m
Watch: Case Study: Institutional Marketing at Nickelodeon (Columbia, South Carolina, United States)6m
Watch: Review of Institutional Marketing and Preparing for Next Week1m
5 lecturas
Review: Example Institutional Marketing Calendar1m
Recommended Reading: The Cycle: Chapter Three (pages 47-78)32m
Read: 10 Truths About Institutional Marketing2m
Read: Selected Blog Posts: Institutional Marketing10m
Activity: 1-Year Institutional Marketing Calendar10m
1 ejercicio de práctica
Institutional Marketing4m
4
Sección
Programmatic Marketing
Programmatic marketing is the second marketing perspective that the Cycle describes. Programmatic marketing can be defined as the tactics used to identify and target potential audiences for each attraction, create awareness and demand, and drive a sale (of tickets, classes, services, or other experiences). Effective programmatic marketing extends beyond the transaction to contextualize each offering, ensure a high-quality experience, and lay the groundwork for a long-term relationship with the buyer. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of programmatic marketing to your organization using the planning activity provided.
9 videos (Total: 34 min), 4 readings, 1 quiz
9 videos
Watch: Programmatic Marketing Part 2: How Are We Selling It?4m
Watch: Programmatic Marketing Part 3: To Whom Are We Selling?5m
Watch: Programmatic Marketing Part 4: At What Price?3m
Watch: Programmatic Marketing Part 5: With Which Media?4m
Watch: Frequently Asked Questions: Programmatic Marketing5m
Watch: Case Study: Programmatic Marketing at Suzanne Dellal Center (Tel Aviv, Israel)3m
Watch: Case Study: Programmatic Marketing at Ciudad Cultural Konex (Buenos Aires, Argentina)2m
Watch: Review of Programmatic Marketing and Preparing for Next Week1m
4 lecturas
Recommended Reading: The Cycle: Chapter Two (Pages 24-46)23m
Read: 10 Truths for Programmatic Marketing2m
Read: Selected Blog Posts: Programmatic Marketing10m
Activity: Marketing Summary for One Program or Event20m
1 ejercicio de práctica
Programmatic Marketing4m
4.8
50%
83%
Principales revisiones
por SS•Sep 2nd 2018
This course is really useful for people related to Art and Culture Management fields, it provides with useful techniques and ideas, particularly regarding marketing and fundraising.
por YT•Sep 12th 2017
Really helpful and practical materials. An incredible course, that can save a lot of Arts Organizations! Easy, helpful, deep and useful learning and knowledge!
Instructores
Michael M. Kaiser
Founder and ChairmanDeVos Institute of Arts Management at the University of Maryland
Brett Egan
PresidentDeVos Institute of Arts Management at the University of Maryland
Acerca de University of Maryland, College Park
The University of Maryland is the state's flagship university and one of the nation's preeminent public research universities. A global leader in research, entrepreneurship and innovation, the university is home to more than 37,000 students, 9,000 faculty and staff, and 250 academic programs. Its faculty includes three Nobel laureates, three Pulitzer Prize winners, 47 members of the national academies and scores of Fulbright scholars. The institution has a $1.8 billion operating budget, secures $500 million annually in external research funding and recently completed a $1 billion fundraising campaign.
Preguntas Frecuentes
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
Coursera brinda acceso universal a la mejor educación del mundo, al asociarse con las mejores universidades y organizaciones, para ofrecer cursos en línea.
© 2018 Coursera Inc. Todos los derechos reservados.
