Course Number

AADM 6503

Course Title

Marketing the Arts

Course Date

Fall 2015

Course Level



Arts Administration


College of Liberal Arts

Document Type



Marketing is an essential topic to arts administrators. An overall understanding is critical even to those who are not directly responsible for marketing, as it impacts on event attendance, institutional memberships, fundraising, retail sales and the overall image and relationship of the institution to its stakeholders and the public. Our course will examine the cyclical process of describing and promoting our “product” and identifying our target market(s). We will learn to shape our message in alignment with the mission of our organization, will explore the various channels by which we can convey our messages, and will learn to listen to market feedback and consider revisions to our message and/or product accordingly. With a broad understanding of these elements, we will examine what goes into a Marketing Plan and related goal setting.


Older syllabi may not be applicable to the current semester. Be sure to verify content with the instructor.