I recently started teaching a graduate-level arts marketing course. When I was first handed the materials from the last time the course was offered, I immediately began sorting through to determine what would be useful to students learning the basics of arts marketing.
Something was missing, though. The only time the previous class had addressed money was toward the end of the course to discuss budgeting.
While managing a budget is an important skill, the role of revenue is a much larger part of an arts marketer’s job.
The way I see it, an arts marketer has two basic objectives:
Objective #1: Bring the arts and audiences together
Objective #2: Take responsibility for marketing revenue goals Read the rest of this entry »