The Goethe Institute is offering a free three-month mentored open online course for those interested in Arts and marketing.
The Managing the Arts: Marketing for Cultural Organisations (MOOC) course has been developed by the Goethe-Institut in cooperation with Leuphana University of Lüneburg and will be available worldwide for interdisciplinary further training of (aspiring) cultural managers. Chris Dercon, Director of the Tate Modern in London, will guide the course. Participants will join a global network to discuss and share with academics, cultural professionals, artists, students, experts, journalists and cultural policy-makers. With specially produced video case studies about cultural institutions in Bangkok, Berlin, Budapest and Lagos, the MOOC looks to build a bridge between academics and the practical demands of cultural management.
The course offers insights into practical work for the inexperienced and gives experienced cultural professionals the opportunity for reflection and networking. Students will be able to draw up concepts in the fields of cultural management and marketing in a dialogue with cultural professionals from around the world.
Participation in the course is open to all. Specific professional or formal training is not required!
Enrol here:
https://course.goethe-managing-the-arts.org/users/sign_up
Course structure
The online course is divided up into six phases, which will be conducted with motivations by Chris Dercon. In a multimedia and interactive online learning environment, video contributions by selected academics and experts convey the core terminology of cultural marketing and management. A comprehensive digital reader with academic articles forms the theoretical framework. In small interdisciplinary groups, the participants will work on one assignment per course phase in which they will discuss the knowledge they have acquired and apply it to actual case studies. The groups will have personally supervising mentors as well as the entire learning community at their disposal for feedback and expert support via the online platform. Cultural professionals from four renowned cultural institutions in Lagos, Budapest, Bangkok and Berlin offer a look at the challenges they face. Interviews and on-site impressions put tasks and strategies of cultural marketing, project management, audience loyalty, sustainability, digitization and finance in concrete terms.
The cultural institutions involved are the Centre for Contemporary Art in Lagos, which, as a centre for the development, presentation and discussion of contemporary visual art, pays special attention to photography, film, video, performance and installation art. In Budapest, the Trafó House of Contemporary Arts has made a name for itself with international productions in dance, theatre, literature and music. And we will gain insights into the Thai cultural scene via the Bangkok Art & Culture Centre (BACC), a venue for art, music, theatre, film, design and events in the centre of Bangkok. The Berlin HAU Hebbel am Ufer with its three venues for young, experimental theatre is the participant institution from Germany.
More information:
https://www.goethe-managing-the-arts.org/?wt_sc=mooc