Learning outcome

After successfully completing the course, the candidate will have achieved the following learning outcomes defined in terms of knowledge, skills and general competence.

Knowledge

The candidate has knowledge of:

• Dissemination strategies and access to cultural experiences from a democratic perspective
• The capabilities and limitations in terms of reaching different audiences with regard to different cultural activities
• The preparation of realistic audience development and marketing plans for organizations involved in cultural dissemination
  

Skills

The candidate can:

• Develop marketing and audience development plans
• Understand positioning and branding from an audience development perspective
• Understand relevant concepts such as habitus, cultural capital and cultural competence
• Understand various audience development concepts and strategies for cultural participation

General competence

The candidate can:

• Develop projects - from idea to implementation
• Present project ideas orally and in writing
• Participate in academic discussions

Course Description

The starting point for this course is the notion that a key objective of public funding for cultural activities is to reach a large and diverse audience. This notion underlies the increasingly widespread concept of audience development, which originated in the United Kingdom. In this course we interpret audience development more widely than in relation to traditional marketing principles, measuring its success not only in commercial terms, but also in relation to social inclusivity. Accordingly the course has a dual focus: 1) furthering students’ understanding of social inclusivity in relation to cultural activities, and 2) equipping students to implement their own audience-development strategies. The course will also focus on the framework conditions that may influence a cultural organisation’s audience-development strategies, as well as the implications for a cultural organisation of becoming audience-oriented, and possible barriers to achieving this goal.

Teaching and Learning Methods

• Lectures in small groups
• Seminars and student presentations
• Project

Throughout the semester, students will work actively with a case-based audience-strategic assignment which they will submit at the end of the semester.

Assessment Methods

Mid-term oral presentation. Final written individual exam without invigilation counts 100% of the final grade (A-F).

Minor adjustments may occur during the academic year, subject to the decision of the Dean