Time Schedule:
Kelly H Tweeddale
DRAMA 499
Seattle Campus
Class description
The course is designed to give course participants an introduction to non-profit arts marketing and public relations, and to teach specific skills needed in creating a performing arts marketing plan. During the quarter, the course will introduce students to and students will be expected to grasp a basic understanding of:
· the performing arts market and the specialized skills needed to succeed; · how to seek, find, execute and evaluate market research; · the many components that make up an effective marketing plan; including articulating quantifiable goals, specifying appropriate strategies and tactics, and identifying effective evaluation processes; · problem solving and analysis of complex or challenging marketing situations; · public and media relations strategies; · the role of technology in the marketing, sales, and communications functions including utilizing permission marketing, ticketing software, the role of the Internet, and database mining.
Student learning goals
General method of instruction
Class sessions will include presentations by guest lecturers, group discussions of relevant topics, break out sessions whereby students examine and report on case studies, and participate in a wrap-up session with a panel of cross-disciplinary arts marketers.
Recommended preparation
Students are expected to complete reading assignments as scheduled and to participate in class discussions and group sessions. Assignments can be submitted in class or via email. Instructor comments will be provided via email unless otherwise arranged.
Class assignments and grading
1) Complete communications strategy recommendation for case study handout, and 2) Create a complete arts marketing plan. The instructor must approve the focus of the arts marketing plan in advance.
Attendance, completion of assignments, class participation.
Pass/Fail
