Table of contents

The course is connected to the following study programs

Teaching language

English

Learning outcomes

On successful completion of this course, the student should:

  • understand the concepts of audience development and the role of marketing in order to use this knowledge in planning and organizing strategies for cultural projects
  • understand markets and audience segments in order to communicate a project/production/event in a desired way
  • have the knowledge to build new audiences, maintain and grow established audiences, and to reach new markets and customer segments
  • have a thorough understanding of communications and public relations
  • understand the differences between communications channels, including social media, and how to work with these channels in the best possible way

Contents

This course provides a thorough understanding of how to develop an audience for a project, production, or event (defined widely). This implies an understanding of concepts such as audience-segments, branding, cultural consumption, social inclusion, cultural skills, and marketing. The course is structured to conceptualize audience development and marketing to assist arts managers on how to reach, grow and retain an audience in order to secure return of investments and have a sustainable economy.

Teaching and learning methods

The course will use lectures and group work, as well as practical exercises related to projects.

Parts of the lessons are mandatory. These parts are communicated at the beginning of the semester through Canvas. The expected workload for students is 27 hours per credit.

Examination requirements

  • One individual term paper
  • Compulsory attendance in the lectures

Further information is given at the beginning of the semester through Canvas.

Examinations

Individual/group take-home examination. Duration: 5 Days, Scope: 5 pages. Assessment: Graded

Student evaluation

The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.

Offered as a free-standing course

No
Last updated from FS (Felles studentsystem) Oct. 15, 2026 1:44:41 PM