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自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

初級レベル

約11時間で修了

推奨:6 weeks of study, 1-2 hours/ week...

英語

字幕:英語

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FundraisingManagementMarketingPlanning

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

初級レベル

約11時間で修了

推奨:6 weeks of study, 1-2 hours/ week...

英語

字幕:英語

シラバス - 本コースの学習内容

1
3時間で修了

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件のビデオ (合計75分), 7 readings, 1 quiz
14件のビデオ
Watch: Introduction to the Cycle Part 1 - Two Challenges Facing the Arts4 分
Watch: Introduction to the Cycle Part 2 - What makes a healthy organization?4 分
Watch: Introduction to the Cycle Part 3 - Example from the Alvin Ailey American Dance Theater12 分
Watch: Introduction to the Cycle Part 4 - Family and Conclusion4 分
Watch: Frequently Asked Questions: The Cycle6 分
Watch: Case Study: Introduction to the Cycle with Dance Place (Washington, DC)3 分
Watch: Case Study: Introduction to the Cycle: MACLA/Movimiento de Arte y Cultura Latino Americana (San Jose, California)5 分
Watch: Case Study: Introduction to the Cycle at Pregones (New York, New York)10 分
Watch: Case Study: Introduction to the Cycle with Mexican Center for Music and Sonic Arts (Morelia, Mexico)2 分
Watch: Case Study: Introduction to the Cycle with Anna Lindh Foundation (Alexandria, Egypt)7 分
Watch: Case Study: Introduction to the Cycle with the Estonian Philharmonic Chamber Choir (Tallinn, Estonia)2 分
Watch: Case Study: Introduction to the Cycle with AS220 (Providence, Rhode Island)4 分
Watch: Review of The Cycle and Preparing for Next Week2 分
7件の学習用教材
Meet Your Instructors5 分
Activity: Introductory Questionnaire5 分
Recommended Reading: The Cycle: Introduction (Pages 1-5)5 分
Review: The Cycle and Annotated Cycle2 分
Optional Activity for Students or Learners Not Affiliated with an Organization30 分
Read: The Cycle: Executive Summary30 分
Read: Selected Blog Posts: Introduction to the Cycle10 分
1の練習問題
Introduction to the Cycle4 分
2
2時間で修了

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件のビデオ (合計79分), 5 readings, 1 quiz
10件のビデオ
Watch: Benefits of Long-Term Artistic Planning12 分
Watch: Implementing Long-Term Artistic Planning11 分
Watch: Frequently Asked Questions: Long-Term Artistic Planning13 分
Watch: Case Study: Long-Term Artistic Planning at Dance Place (Washington, DC)2 分
Watch: Case Study: Long-Term Artistic Planning at Penumbra Theatre (Saint Paul, Minnesota, USA)12 分
Watch: Case Study: Long-Term Artistic Planning at Cornerstone Theater Company (Los Angeles, California)6 分
Watch: Case Study: Long-Term Artistic Planning at Is Sanat Concert Hall (Istanbul, Turkey)5 分
Watch: Case Study: Long-Term Artistic Planning at Lush Productions (Karachi, Pakistan)3 分
Watch: Review of Long-Term Artistic Planning and Preparing for Next Week2 分
5件の学習用教材
Recommended Reading: The Cycle: Chapter One (Pages 6-23)18 分
Review: Example 5-Year Program Plan2 分
Read: 10 Truths about Artistic Planning2 分
Read: Selected Blog Posts: Long-Term Artistic Planning5 分
Activity: 5-Year Program Plan10 分
1の練習問題
Long-Term Artistic Planning4 分
3
2時間で修了

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件のビデオ (合計34分), 5 readings, 1 quiz
8件のビデオ
Watch: Introduction to Institutional Marketing Part 26 分
Watch: Introduction to Institutional Marketing Part 33 分
Watch: Introduction to Institutional Marketing Part 41 分
Watch: Frequently Asked Questions: Institutional Marketing8 分
Watch: Case Study: Institutional Marketing at Dance Place (Washington, DC)2 分
Watch: Case Study: Institutional Marketing at Nickelodeon (Columbia, South Carolina, United States)6 分
Watch: Review of Institutional Marketing and Preparing for Next Week1 分
5件の学習用教材
Review: Example Institutional Marketing Calendar1 分
Recommended Reading: The Cycle: Chapter Three (pages 47-78)32 分
Read: 10 Truths About Institutional Marketing2 分
Read: Selected Blog Posts: Institutional Marketing10 分
Activity: 1-Year Institutional Marketing Calendar10 分
1の練習問題
Institutional Marketing4 分
4
2時間で修了

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件のビデオ (合計34分), 4 readings, 1 quiz
9件のビデオ
Watch: Programmatic Marketing Part 2: How Are We Selling It?4 分
Watch: Programmatic Marketing Part 3: To Whom Are We Selling?5 分
Watch: Programmatic Marketing Part 4: At What Price?3 分
Watch: Programmatic Marketing Part 5: With Which Media?4 分
Watch: Frequently Asked Questions: Programmatic Marketing5 分
Watch: Case Study: Programmatic Marketing at Suzanne Dellal Center (Tel Aviv, Israel)3 分
Watch: Case Study: Programmatic Marketing at Ciudad Cultural Konex (Buenos Aires, Argentina)2 分
Watch: Review of Programmatic Marketing and Preparing for Next Week1 分
4件の学習用教材
Recommended Reading: The Cycle: Chapter Two (Pages 24-46)23 分
Read: 10 Truths for Programmatic Marketing2 分
Read: Selected Blog Posts: Programmatic Marketing10 分
Activity: Marketing Summary for One Program or Event20 分
1の練習問題
Programmatic Marketing4 分
5
2時間で修了

Family and Boards

An organization’s family makes up the third aspect of the Cycle. The family is an energized, enthusiastic group of ticket-buyers, board members, donors, trustees, and volunteers that anchors an organization’s financial health through its commitment of time, talent, connections, and financial resources. The heart of the family consists of a joyous, engaged, and excited board of directors. If your organization has a board, you will have the opportunity to apply the principles to your organization's board following the lectures and case studies.

...
11件のビデオ (合計60分), 4 readings, 1 quiz
11件のビデオ
Watch: Board Projects3 分
Watch: Board Meetings3 分
Watch: Board Culture Change3 分
Watch: Frequently Asked Questions: The Family and Boards18 分
Watch: Case Study: Board Engagement at Dance Place (Washington, DC)3 分
Watch: Case Study: Board Engagement at MACLA (San Jose, California)4 分
Watch: Case Study: Family at Bronx Documentary Center (New York, NY)6 分
Watch: Case Study: Family at British Council (Belgrade, Serbia)3 分
Watch: Case Study: Family at AGORA Arts & Culture (Alexandria, Egypt)6 分
Watch: Review of Family and Boards and Preparing for Next Week47
4件の学習用教材
Read: Board Audit2 分
Recommended Reading: The Cycle: Chapters 4 and 5 (Pages 79-103)25 分
Read: Selected Blog Posts: Family and Boards10 分
Activity: Board Audit10 分
1の練習問題
The Family and Boards4 分
6
3時間で修了

Fundraising and Course Summary

Fundraising, the final aspect of the Cycle, consists of a strategy for sustainable growth that joins long-term artistic goals, and energized family, and logical options for investment to build organizational resources donor by donor, week by week, month by month, and year by year. Effective fundraising pairs each family member with a logical, financial action in support of the organization’s mission. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of fundraising to your organization by developing, or evaluating, your membership program, major donor program, or targeted campaign.

...
9件のビデオ (合計64分), 14 readings, 1 quiz
9件のビデオ
Watch: Three Essential Fundraising Mechanisms4 分
Watch: Frequently Asked Questions: Fundraising13 分
Watch: Case Study: Fundraising at Dance Place (Washington, DC)10 分
Watch: Case Study: Fundraising at British Council (Lagos, Nigeria)8 分
Watch: Case Study: Fundraising at Compagnie Pal Frenak (Budapest, Hungary)6 分
Watch: Case Study: Fundraising at Center for Asian American Media (San Francisco, California)6 分
Watch: Review of Fundraising1 分
Watch: Course Conclusion6 分
14件の学習用教材
Review: The Donor Development Cycle1 分
Review: Three Essential Fundraising Mechanisms2 分
Review: Example Membership Campaign - Alaska Native Heritage Center10 分
Review: Annual Membership Campaign: CBSO10 分
Review: Example Targeted Campaign2 分
Recommended Reading: The Cycle: Chapter Six (Page 104-137)10 分
Read: 10 Rules for Fundraising4 分
Read: Selected Blog Posts: Fundraising8 分
Optional Reading: Integration of Marketing and Fundraising Efforts at Abbey Theatre (Dublin, Ireland)10 分
Activity: 1-Year Cultivation Calendar10 分
Activity: Annual Membership, Major Donor Campaign, or Targeted Campaign10 分
Read: Selected Blog Posts: Course Summary10 分
Course Evaluation10 分
Optional: Additional Reading1 分
1の練習問題
Fundraising4 分
4.8
61件のレビューChevron Right

56%

コース終了後に新しいキャリアをスタートした

41%

コースが具体的なキャリアアップにつながった

11%

昇給や昇進につながった

The Cycle: Management of Successful Arts and Cultural Organizations からの人気レビュー

by RVMay 20th 2018

The Cycle was an eye-opener in many ways. I always thought Arts Management required more artistic intuition than management knowledge, but this framework gave me a whole new perspective.

by SSSep 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.

講師

Avatar

Michael M. Kaiser

Founder and Chairman
DeVos Institute of Arts Management at the University of Maryland
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Brett Egan

President
DeVos Institute of Arts Management at the University of Maryland

メリーランド大学カレッジパーク校(University of Maryland, College Park)について

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. ...

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