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The University of Massachusetts Amherst

Arts Marketing


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 2022


CPE Class with Moodle
Jan 25, 2022 - May 4, 2022
Prerequisite: ARTS-EXT 500 (formerly HM&FNART 500)
Base Cost: $1,707 ($569/credit)
Term Fee: $50
Start date: Jan 25, 2022
End date: May 04, 2022
Last day to add: Feb 07, 2022
Last day to drop: Feb 07, 2022
Last day to withdraw: Mar 29, 2022