ARLE30303

Prerequisites: ARLE 20103. Arts organizations are increasing their focus on the public dimension of their operations to establish and maintain relevancy. This public service mandate means building and serving multiple audiences and moving towards civic engagement through addressing relevant needs, building partnerships and collaborations and becoming social entrepreneurs. Successful arts organizations understand audience learning, rights, and social needs, and they deliver exemplary customer service,. They utilize interpretive tools, narratives and story, and multiple perspectives as they develop, manage, and evaluate a menu of program offerings and events. The marketing and public relations section of the course covers marketing fundamentals (product, price, promotion, place), consumer behavior, marketing segmentation, branding, effective messaging and communication, and building relationships with media, businesses, government, and community.