University Curriculum Committee

Proposal for New Course

1. Is this course being proposed for Liberal Studies designation? Yes X No
If yes, route completed form to Liberal Studies.
2. New course effective beginning what term and year? (ex. Spring 2009,
Summer 2009) See effective dates schedule. / Fall 2011
3. College / Arts and Letters / 4. Academic Unit /Department / Comparative Cultural Studies
5. Course subject/catalog number / ACM 310 / 6. Units/Credit Hours / 3
7. Long course title / Marketing and Management of Arts and Cultural Enterprises
(max 100 characters including spaces)
8. Short course title (max. 30 characters including
spaces) / Marketing Arts and Culture
9. Catalog course description (max. 30 words, excluding requisites).
Marketing of arts and cultural enterprises in the non-profit, for profit, and public sector and management of marketing processes including research, planning, implementation, and evaluation.
10. Grading option:
Letter grade / X / Pass/Fail / or Both
(If both, the course may only be offered one way for each respective section.)
11. Co-convened with / 11a. Date approved by UGC
(Must be approved by UGC prior to bringing to UCC. Both course syllabi must be presented)
12. Cross-listed with
(Please submit a single cross-listed syllabus that will be used for all cross-listed courses.)
13. May course be repeated for additional units? / yes / no / X
a. If yes, maximum units allowed?
b. If yes, may course be repeated for additional units in the same term?
(ex. PES 100) / yes / no
14. Prerequisites (must be completed before
proposed course) / ACM 210
15. Corequisites (must be completed with
proposed course)
16. Is the course needed for a new or existing plan of study
(major, minor, certificate)? yes / X / no
Name of plan? / Minor in Arts and Cultural Management
Note: If required, a new plan or plan change form must be submitted with this request.
17. Is a potential equivalent course offered at a community college (lower division only) yes / no / X
If yes, does it require listing in the Course Equivalency Guide? yes / no
Please list, if known, the institution and subject/catalog number of the course
18. Names of current faculty qualified to teach this course: / Constance DeVereaux
19. Justification for new course, including unique features if applicable. (Attach proposed
syllabus in the approved university format).
There is increasing evidence that traditional marketing techniques have limited effectiveness in the arena of arts and culture (Boyle 2004, 2006; Segers, Schramme, Devreindt 2010). This means that students of arts and cultural management are best served by courses teaching marketing methods specific to the discipline. Marketing and Management of Arts and Cultural Enterprises offers this unique feature. The course prepares students specifically for work in the arts and cultural sector and to address unique problems and issues in the marketing of arts and cultural events and products. Students in arts and humanities programs at NAU require these skills in order to find, and succeed, in careers in this sector.
For Official AIO Use Only:
Component Type
Consent
Topics Course

35. Approvals

Department Chair (if appropriate) Date
Chair of college curriculum committee Date
Dean of college Date

For Committees use only

For University Curriculum Committee Date
Action taken:
Approved as submitted / Approved as modified

Northern Arizona University

College of Arts and Letters

Department of Comparative Cultural Studies

AM 310

Marketing and Management of Arts and Cultural Enterprises

3 credits

Spring Semester, 2010

Instructor: Dr. Constance DeVereaux

T/Th

Location:

Office Hours: T/Th 1:00 – 3:00

Office Location: Riles Hall, Rm. 114

Office Phone: 928-523-9130

Contact Information: DO NOT email me through VISTA. Please ONLY contact me at the following email: .

Contact me for questions, assistance with course material and assignments, or other matters relating to our course.

Course Prerequisites

ACM 210

Course Description

Marketing of arts and cultural enterprises in the non-profit, for profit, and public sector and management of marketing processes including research, planning, implementation, and evaluation. The course covers the various types of marketing campaigns required in these enterprises: marketing for fundraising, audience development, promotions, and others. Letter grade only.

Course Readings were selected to provide students with the opportunity for conceptual exploration of human identity and experience through the concepts marketing management of arts and cultural enterprises. Students will explore readings that reflect critically upon important issues and themes including their relationship to human and individual identity and meaning.

Textbooks and required materials

The following books are required for this course:

· Hill, Liz, C. O’Sullivan, & T. O’Sullivan. Creative Arts Marketing. Elsevier. ISBN: 0-7506-5737-5

· de Mooj, M. Global Marketing and Advertising. Sage. ISBN: 978-1412-914765

Additional required reading materials will be available through the VISTA site for this course, as hand-outs, or through on-line sites.

LIBERAL STUDIES INFORMATION

Mission of the Liberal Studies Program

The mission of the Liberal Studies Program at Northern Arizona University is to prepare students to live responsible, productive, and creative lives as citizens of a dramatically changing world. To accomplish the mission of Liberal Studies, Northern Arizona University provides a program that challenges students to gain a deeper understanding of the natural environment and the world’s peoples, to explore the traditions and legacies that have created the dynamics and tensions that shape the world, to examine their potential contributions to society, and thus to better determine their own places in that world. Through the program students acquire a broad range of knowledge and develop essential skills for professional success and life beyond graduation.

ACM 310 – Marketing and Management of Arts and Cultural Enterprises addresses the mission of the NAU liberal studies program by preparing students to understand marketing management of arts and cultural activities through arts and cultural traditions and legacies that have created the dynamics and tensions that shape the world. In the context of this course, students will explore theories and methods pertaining to marketing of arts and cultural enterprises with a view to reinforcing humanistic values. A significant focus for this course is understanding the role of marketing in enhancing the importance of the arts in human society and the relationship to concepts of identity and meaning as they relate to the human condition. Through collaborative inquiry, students will examine the particular role of marketing in facilitating and promoting creative expression of artists, and the participation of individuals in the creation, observations, understanding, and engagement with arts and cultural forms. Students will engage in discussion and activities that relate course material to essential skills for life beyond graduation including practical application theories and methods.

Distribution Block

Aesthetic and Humanistic Inquiry

This course will involve students in the study of the human condition through philosophical inquiry and analysis of various forms of creative expression as they relate to course themes.

The course will help students develop an understanding of:

· The importance of human creative expression and the need for effective management of its production, exhibition, and dissemination

· Major conceptual frameworks used to make sense of the creative arts

· How arts and cultural managers use techniques of marketing to facilitate human experience and values as expressed through creative endeavors

Students will also develop their capacities for:

§ Analysis and ethical reasoning

§ An understanding of the multiple facets of the human condition

Students will engage in study and inquiry of conceptual frameworks and practical methods that address the marketing management of artistic and cultural enterprises. Further, course material will allow students to explore how human experience and values are expressed in various artistic forms. The course will address the ethical dimension of arts and cultural management, in particular, in relation to use of marketing techniques directed at individuals and communities.

This course will also enhance students’ ability to

· Identify important concepts relating to course themes

· Formulate views and arguments based on evidence and critical reflection

· Understand relationships between creative expression and the human condition

· Examine competing concepts that frame human experience and understanding of creative works through marketing management activities relating to arts and cultural enterprises.

Essential Skill

Effective Writing

Effective writing conveys information or argues a point of view using organizational structures, supporting materials, and language appropriate for the topic, purpose, and audience.

Student Learning Outcomes

As a result of completing this course students should be able to:

· Tailor writing to a specific audience

· Focus writing on a specific purpose

· Produce logical, coherent, and well-structured writing

· Apply appropriate writing standards

Through regular writing assignments, students will explore their own ideas and claims relating to course material and react, in written form, to the claims and ideas of others. As a result of completing this course, students should be able to improve their ability engage in a process of writing from initial concept and draft to finished product, to convey their ideas in cogent, written form, engage in research needed to write an effective paper. Special emphasis is on the student’s abilities in critical reflection and analysis – in written form – about course themes.

STUDENT LEARNING EXPECTATIONS / OUTCOMES FOR THIS COURSE

What can you expect to know upon successful completion of this course?

A student completing this course should have gained knowledge in the following areas:

·  The role arts and cultural marketing management in society.

·  The role of creative experience in everyday life

·  The ways in which individuals form concepts of identity and meaning

·  The history of marketing of arts and cultural enterprises

·  Development of marketing plans and campaigns

·  Management of marketing processes and techniques

·  Creating and understanding financial documents for marketing of arts and cultural enterprises

What will you be able to do with this knowledge?

A student completing this course should be able to:

Write effectively on course related materials and themes for a variety of purposes

·  Engage in reflective and critical discussion on topics of meaning, identity, and creative expression

·  Create marketing plans

·  Apply marketing techniques to real-life situations

·  Recognize one’s own place in the larger communities in which one lives (NAU, Flagstaff, Arizona, and beyond).

Course structure/approach/Schedule

This is a face-to-face, technology enhanced course.

Week / Reading Assignments / Assignments
One: / Introduction to Marketing in the Arts
Introduction to Portfolio Assignment / Ist Portfolio Assignment
Two: / What is marketing and how does it differ from advertising?
Theories of marketing. / Readings 1 on Vista
Creative Arts, Chap. 1, 2
Three: / Why market arts and culture?
The needs of the industry / Portfolio draft
De Mooj, Chap. 3, 4
Four: / Developing a marketing plan
Research design / Library meeting
Creative Arts, Chap. 3
Five: / Research in marketing
Methods for marketing (intro.) / Marketing plan 1 – draft
Creative Arts, Chap. 7, 8
Six: / Philosophies and methods of marketing
What works/what doesn’t / De Mooj, Chap. 1
Portfolio draft
Seven: / Methods for marketing (cont.)
Upstream vs. downstream marketing / Marketing plan 1 - final
Eight: / Crafting advertising messages
Publicity as marketing / Creative Arts, Chap. 6
Marketing plan 2, draft
Nine: Break
Ten: / Budgets and other finances for marketing / Marketing plan 2 due
Eleven: / Values in Marketing
Value Paradoxes in Advertising / De Mooj, Chap. 5, 8
Portfolio draft
Twelve: / Advertising and the Media
Word of Mouth / Group Project
De Mooj, Chap. 7
Thirteen: / Marketing evaluation / Portfolio draft due
Fourteen: / Managing the marketing function / Oral Reports
Fifteen: Dec. 7, 9 / Executional style and culture
Value paradoxes and strategy / Oral Reports (cont.)
De Mooj, Chap. 8, 9
Sixteen: / Drop off time: 7:30 – 9:30 am (No late assignments accepted) / Final Portfolio/ Oral reports make-up

The course is structured around focused discussions and activities facilitated by the instructor but which require active participation by students. Students are both encouraged and required to comment, pose questions, and raise issues that are appropriate, respectful, and relevant to their own learning and the learning of fellow students.

The course is both reading and writing intensive. Students are required to complete readings and outside assignments as scheduled in order to be fully prepared for classroom participation.

Participation will also include group work in class, online, and through assigned outside work.

Readings, assignments, and other activities online will enhance in-class experience. Computer access is a requirement of the course.

Assessment and Grading:

The goals and objectives listed above will be assessed and/or graded in the following manner:

Grading System:

Evaluation of course work is based on the quality of your work and the following general criteria:

Graded assignments:

·  Marketing Plan 1 10%

·  Marketing Plan 2 10%

·  Oral Presentation 20%

·  Group Project 30% (you will receive an individual grade for the group project)

·  Portfolio 30%

Additional criteria

A: Far exceeded the standard for all required work.

B: Exceeded the standard for all required work.

C: Met the standard for all required work.

D: Did not meet the standard for all required work.

F: Far below the standard for all required work.

In addition, specific assessment rubrics for individual assignments will be provided along with assignment guidelines and will be found on the course VISTA site. Note that some required assignments do not receive an individual grade, but will be graded as a component of the Portfolio assignment. Students MUST complete all non-graded assignments to receive a grade on the Portfolio.

Course Policies:

Attendance: REQUIRED!!! Courses such as this are joint enterprises and it is crucial that we come to speak, to listen, and to contribute. Students who learn the most do so, among other reasons, because they participate and involve themselves consistently and earnestly in class discussions with their instructor and with other students. Therefore, attendance is extremely important and required. Students who miss class will be penalized as follows:

If a student has 3 unexcused absences, his or her grade will be lowered by one full grade; if a student has more than 3 absences, his or her final grade will be lowered by one additional full grade for each absence in excess of 3. For example, if you earned an A but have 3 unexcused absences, your grade will be lowered to a B. If you have 4 absences your grade is lowered to a C, 5 absences D, etc. No exceptions. An excused absence is one for which you provide explanation and documentation and results from illness, accident, or other situation of unavoidable extreme nature.