In this course, you will explore your role as a professional in your field through an internship at an arts/ humanities/ cultural organization. It asks and attempts to answer the questions: How will you continue your art? Your passion? When you graduate, how will you make a living? Why is the economy of the arts the way it is? You will think both critically and practically about the economic environment into which you will graduate and how this environment will shape your economic and artistic future ? and the ways that you in turn shape the culture and economy in which we all live.
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.
Recent statistics show that while most nonprofit arts organizations will earn half their income, the remainder must be raised from individual donors and grants. Other than earned income, the largest source of revenue for arts organizations continues to be individual donors at 35.5%. Now, more than ever, it is essential for arts managers to know how to develop and implement an effective fundraising program that draws its strength from a variety of sources, and focuses on building relationships as its foundation. This course will present the principles and methods of raising funds for nonprofit arts organizations from individuals, businesses, government agencies and foundations. Practical assignments will focus on identifying potential sources, positioning the organization for fundraising, and developing effective strategies for acquiring funds. The course will culminate in the development of a fundraising action plan for your own nonprofit or a case study organization of your choosing. Students will be required to take HM&FNART 390A - Introduction to Arts Managment, either concurrently or as a prerequisite.
Arts Managers perform the work that is required to bring the arts and cultural programs to audiences, organizing programs such festivals and exhibits, performing arts events and film screenings. This course will introduce you to the "business of the arts," providing you with an overview of the careers in arts management, the types of work that arts managers do, and the current issues and trends now affecting arts management professionals. This course is designed for individuals who are new to the field of arts management, are considering an arts management career, or are interested in arts management principles for the purposes of starting one's own nonprofit. This course is a requirement for all UMass students joining the Arts Management program who have no prior experience in the field.
- Teacher: Dee Boyle-Clapp
This 3-credit course is designed as a primer in entrepreneurship for arts students and those in cognate fields. Students will examine the breadth of professional opportunities available in the Creative Economy and explore strategies for pursuing them. Based on these examinations, students will construct a personal mission statement, build an individualized portfolio of materials appropriate for professional development purposes, and begin a journal to formulate, collect, and grow creative venture ideas. Topics will include creative visioning, an introduction to the for-profit and non-profit economies, and relevant arts policy.