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Arts Management Online Non-credit Certificate Classes

Registration for Spring 2015 is now open.  Click here to register for Spring non-credit courses.

LLAMS 01 Introduction to Arts Management   Fall / Spring / Summer Session II   Register for Spring

Instructor:  Maren Brown, MBA

Arts Managers perform the work that is required to bring the arts and cultural programs to audiences, organizing programs such as festivals and exhibits, performing arts events and film screenings.  This course will introduce you to the “business of the arts,” providing you with an overview of the careers in arts management, the types of work that arts managers do, and the current issues and trends now affecting arts management professionals.  This course is designed for individuals who are new to the field of arts management, are considering an arts management career, or are interested in arts management principles for the purposes of starting one’s own nonprofit.  This course is a requirement for all UMass students joining the Arts Management program who do not have a minimum of three years in an arts management leadership position in a nonprofit arts institution or a State, Regional or National arts agency. See our FAQ for details. Email the office for a sample syllabus.


LLAMS 10 Strategic Planning    Spring   Register for Spring

Instructor: Grace Kewl-Durfey, MA

Strategic plans are essential to the long-term health of nonprofit organizations, allowing board members and staff to agree on a common direction for the organization to help guide future activity. This course will introduce you to the principles and methods of strategic planning for nonprofit organizations, and will introduce you to various types of plans and planning terms. You will learn an eight-stage system for strategic planning and critique existing plans and design a planning process for your own nonprofit or a case study organization of your choosing. Email the office for a sample syllabus.

LLAMS 11 Board Development   Spring   (Not available Spring 2015)

Instructor: Craig Dreeszen, Ph.D.

Boards of directors are vital to the operation of nonprofits, but many organizations do not understand the role of board members, nor do they prepare board members to assume their responsibilities effectively. This course will examine the role of the nonprofit board of directors, how they can best relate to the professional staff, and how to identify volunteer leadership needs. Recruitment and orientation of new board members will also be discussed. Practical assignments will be focused on your own board of directors or you will interview board leaders of a case study nonprofit organization to fulfill course requirements. Email the office for a sample syllabus.

LLAMS 12 Arts Fundraising   Spring   Register for Spring

Instructor: Dee Boyle-Clapp, MFA 

Recent statistics show that while most nonprofit arts organizations will earn half their income, the rest of the money it will take to sustain their operations must be raised from individual donors and grants. Other than earned income, the largest source of revenue for arts organizations continues to be individual donors. Now, more than ever, it is essential for arts managers to know how to develop and implement an effective fundraising program that draws its strength from a variety of sources, and focuses on building relationships as its foundation. This course will present the principles and methods of raising funds for nonprofit arts organizations from individuals, business, government agencies and foundations. Practical assignments will focus on identifying potential sources, positioning the organization for fundraising, and developing effective strategies for acquiring funds in person and online. The course will culminate in the development of a fundraising action plan for your own nonprofit or a case study organization of your choosing. Email the office for a sample syllabus.


LLAMS 13 Arts Marketing   Spring/Summer   Register for Spring

Instructor: Maggie Guggenheimer, MA

Marketing is the most important tool to build awareness of your programs and services, and—if properly planned—can help you to reach new audiences and cultivate loyalty in your current audiences. This course will introduce you to the fundamentals of marketing for arts and cultural programs. You will learn basic marketing concepts, such as understanding the marketing mix, utilizing environmental analysis, developing positioning statements and branding an organization to help you formulate effective marketing strategies. Emphasis will be placed on understanding audiences and building participation in your programs and services. Assignments will culminate in the development of a marketing plan for your own nonprofit or a case study organization of your choosing. This course is designed for individuals with all levels of marketing experience in arts organizations and nonprofit agencies. Email the office for a sample syllabus.


LLAMS 14 Financial Management in the Arts  Fall 

Instructor: Todd Trebour, M.M.

Designed especially for those who are intimidated by or unfamiliar with financial concepts, this course will introduce you to how to develop a budget, as well as how to read and interpret financial statements, such as income statements, cash flow statements and balance sheets. Through discussion and hands-on exercises, you will explore ways of developing and sustaining fiscal responsibility throughout an organization, including the understanding of roles and responsibilities of the board of directors, management and staff. The course will culminate in the preparation of a financial plan for your own nonprofit or a case study organization of your choosing. Must have Excel. Email the office for a sample syllabus.

LLAMS 15 Arts Programming   Fall 

Instructor: Grace Kewl-Durfey

Quality arts programming is at the core of all arts and culture organizations, yet many arts managers struggle with how to present a program, once they have developed an idea. In this course, you will learn how to develop an arts programming philosophy and plan programs that connect the arts with audiences. The course will examine culturally specific and controversial programming, explore exemplary programs, and review technical and logistical support requirements. The course will conclude with the development of a program plan for your own nonprofit or a case study organization of your choosing. Email the office for a sample syllabus.

LLAMS 16 Program Evaluation   Fall 

Instructor: Eric D'Alessandro

It is no longer sufficient to promise that you will change people's lives with an inspiring performance and then report that the program seemed to go well. While accountability drives much evaluation, you will learn how evaluation can help you to improve your programs in this practical course. Using the tools of outcome-based evaluation, you will learn how to design and implement evaluations. Explore how to convert intangible intentions like "delight our audiences" into outcomes that can be measured. The course concludes with the development of an evaluation plan for your own nonprofit organization or a case study agency. We will evaluate the course by asking if you can write a convincing answer to a funder's question: "how will you know if your proposed project will succeed?" Email the office for a sample syllabus.

LLAMS 17 Arts Education and Policy   Summer 

Instructors: Marete Wester M.A. and Judith Conk

The inclusion of the arts in the National Goals for Education in 1994 set the tone for a national dialogue on putting the arts back into the schools, and helped create new opportunities for arts organizations who provide quality pre-, in, and after school programs for young people to connect with their local districts and community. This course will survey the current national trends and research, while taking a practical approach to the planning and design of effective programs appropriate to the nonprofit organization. Learn how to identify the key players and playing field in your community, develop a philosophy of arts education, and build internal and external support networks to ensure success. The course will conclude with the development of an arts education program plan for your nonprofit organization or a case study organization of your choosing. Email the office for a sample syllabus.

LLAMS 18 Creative Economy   Spring   Register for Spring 

Instructor: Christine Harris, M.Sc.

What is all the buzz about the Creative Economy? Can it do anything for my community? The arts are increasingly recognized as a valued community resource with the potential to stimulate economic growth and build social capital. It is important to understand the possibilities as well as the pitfalls. This class will demystify the term, uncover why the creative economy is a major force in stimulating communities across the country, and explore how each community is unique. You will examine the key community assets in your community; determine its creative and culture strengths and potential; discuss the important role in establishing and building lasting partnerships with artists, business leaders and government officials; strategize on how to attract investment and diversify an economy; learn to build social capital, and much more. Course participants will leave with a Creative Economy plan unique to your community. Maximum: 15 students. All course work is applied to a community, not a single organization. Note, this course requires the purchase of two books in addition to the Fundamentals text and will watch a film outside of class.  (Order The Creative Community Builder's Handbook by Tom Borrup and Comeback Cities by Paul Grogan and Tony Prosscio on Amazon.) Email the office for a sample syllabus.

LLAMS 19 Greening Your Nonprofit Arts Organization   Fall 

Instructor: Dee Boyle-Clapp, MFA, MNM

The arts have always been on the forefront of change, and never has change been more required than today. Whether your organization needs to cut its facility costs, be first in line for donation dollars, wants to go green to fulfill its mission, serve as a community example, or do all of the above, this class is for you.  We will determine which changes: are easy to institute, provide the greatest cost saving, really reduce your carbon footprint, and involve and build credibility with your audiences. From organizing your Green Team to evaluating the products you use, creating your energy use survey to conducting a cost-benefit analysis, this class is very hands-on, and concludes with a final Green plan be tailored to the unique needs of your institution.  All course work is applied to a case study organization, which may be your own organization or one where you volunteer.  See Dee’s bio for her greening credentials. Email the office for a sample syllabus.

LLAMS 20 Grantwriting for the Arts   Fall  

Instructors: Randi Vega & Maryo Gard Ewell

Grantwriting is one of many tools in fundraising and is a necessary skill for arts managers and artists who seek to support their work with grants.  This course will teach the nuts and bolts of grantsmanship, including introducing the vocabulary and philosophy of grantwriting, the hallmarks of a well-written proposal, and the basics of grant searching.  The class will use a Common Grant application as its organizing principle, selected because it is both comprehensive and reflects a growing trend in grantmaking.  Students will learn the essential skills of grantwriting, writing in teams, critiquing a grant, planning a grant budget, and how to describe a cultural program’s mission, goals and program to grantmakers within space limits.  Students will conclude the course by writing a comprehensive and ready-to-submit grant for their nonprofit or a case study organization.  All course work is applied to a case study community, which may be your own or one where you work or volunteer. Email the office for a sample syllabus.

LLAMS 21 Foundations in Arts Entrepreneurship  Fall/Spring/Summer  Register for Spring 

Instructor: Jonathan Kuuskoski, M.B.A., M.M.

This 3-credit course is designed as a primer in entrepreneurship for arts students and those in cognate fields. Students will examine the breadth of professional opportunities available in the Creative Economy and explore strategies for pursuing them. Based on these examinations, students will construct a personal mission statement, build an individualized portfolio of materials appropriate for professional development purposes, and begin a journal to formulate, collect, and grow creative venture ideas. Topics will include creative visioning, an introduction to the for-profit and non-profit economies, and relevant arts policy. Email the office for a sample syllabus.

There is no prerequisite for this course.  Meets with BDIC 391E.


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