|Year of offer||2019|
|Subject level||Graduate coursework|
|Fees||Subject EFTSL, Level, Discipline & Census Date|
This subject examines audience development and retention in arts and cultural activities through a variety of professional techniques including programming and content analysis, analysis of existing and lapsed audiences, as well as exploring and critiquing the effectiveness of conventional marketing tools. Lectures and seminars will address a range of themes underpinning audience development. These include research into attitudes to the arts, economic and social trends that impact on attendance at arts events, and the role of artists as promoters of their own work.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- understand the principles, processes and techniques associated with audience development and retention in the arts;
- manage time effectively in the completion of self-directed research or audience development and retention projects; and
- conceptualise appropriate audience development and retention plans and strategies in specific industry context.
At the completion of this subject, students should gain the following generic skills:
- be able to demonstrate advanced communication skills and ability to work successfully with peers;
- be able to access a broad range of resource material and appropriate professional and governmental agencies;
- be able to demonstrate creative thinking;
- be able to conceptualise and design projects; and
- be able to demonstrate leadership and teamwork.
Eligibility and requirements
Core participation requirements
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
- An assignment of 2,000 words (40%), due during semester
- A final assignment of 3,000 words (60%), due in the examination period
- Hurdle: Students are required to attend a minimum of 80% of classes in order to pass this subject and regular class participation is expected.
Dates & times
- Semester 2
Coordinator Guy Morrow Mode of delivery On Campus — Parkville Contact hours Total 36 hours: a 2 hour lecture and 1 hour tutorial per week throughout semester. Total time commitment 170 hours Teaching period 29 July 2019 to 27 October 2019 Last self-enrol date 9 August 2019 Census date 31 August 2019 Last date to withdraw without fail 27 September 2019 Assessment period ends 22 November 2019
Semester 2 contact information
Time commitment details
A subject reader will be available.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Graduate Diploma in Arts and Cultural Management (Advanced) Course Master of Directing for Performance
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Additional information for this subject
Subject coordinator approval required
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.