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The University of Massachusetts Amherst

Arts Marketing

ARTS-EXT 502

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 those you already serve. 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 position 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. Please note: all course work is applied to a case study organization, which may be your own organization or one where you volunteer. Students will be required to take HM&FNART 500 - Introduction to Arts Managment, either concurrently or as a prerequisite.
Course Details

Spring 2021

CPE Class with Moodle
Feb 1, 2021 - May 4, 2021
01
83822
3
Prerequisite: ARTS-EXT 500 (formerly HM&FNART 500)
Base Cost: $1,422 ($474/credit)
Term Fee: $47
Start date: Feb 01, 2021
End date: May 04, 2021
Last day to add: Feb 12, 2021
Last day to drop: Feb 12, 2021
Last day to withdraw: Mar 29, 2021
100% through last day to add
50% through last day to withdraw
0% after last day to withdraw
Refund Policy