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. If interested in taking a course a la carte, contact AES about waiving the prerequisite. View sample syllabus here.